March of Toys

This case study explores how Kasperle, a prominent toy store in Guatemala, decided to address the pressing issue of missing children from a new perspective, making the abandoned toys, left behind by the abducted children, the stars in a peaceful march to raise awareness of this brutal reality.

Brand: Kasperle

Agency: BBDO Guatemala

Country: Guatemala

Background

Kasperle has always been characterised by a range of products that stimulate the imagination and creativity of children, but in Guatemala childhood is in great danger.

Over 1,200 children disappear each year, over 3 a day, leaving their childhood behind forever. Yet, Guatemalan society seems desensitised to the point of accepting such brutality.