THE UNPLAYABLE TOYS
The Smile Asia Charity Gala 2025 is a distinguished fundraising event dedicated to supporting children born with cleft lips and other facial deformities across Asia. As the main storytelling device of this year’s gala, the "Unplayable Toys" initiative is designed to help people understand the daily difficulties faced by children born with cleft lip and cleft palate. These toys look like normal playthings but are made so that children with cleft conditions - or anyone trying to experience their challenges - find them impossible to use.
Brand: Smile Asia Agency: DDB Group Hong Kong
Regional Executive Creative Director: Alejandro Canciobello
Senior Copywriter: Nikhil Nagarkar
Senior Art Director: Christy Wong
Junior Art Director: Nadya Siaren
Chief Strategy Officer: Adrian Tso
Production Director: Jacie Tan
Producer: Andrew Chan
Business Director: Jodi Chik
Senior Account Executive: Mavis Kong
Art Director: Amanda Machado
Copywriter: Tinh Nhi Phan
Miami Ad School São Paulo:
Professors: Filipe Sanches, Luis Paulo Gatti
Students: Amanda Machado, Felipe Agra, João Paulo Campos, Raissa Rochesso, Mauricio Pontual.
Miami Ad School Buenos Aires
Partner and Director: Bernardo Geoghegan
Senior Manager: Phoebe Low
Manager: Paige Low
The campaign is featured on:
https://www.brandinginasia.com/smile-asia-gala-debuts-unplayable-toys-to-spotlight-cleft-condition-challenges/
https://lbbonline.com/news/Smile-Asia-Unplayable-Toys
https://adage.com/creativity/campaigns-commercials/aa-creative-ads-today-arden-caesars-republic-liverpool-fc-mug-root-beer-trainline/
https://marketech-apac.com/smile-asia-gala-showcases-unusable-toys-to-raise-awareness-on-cleft-condition-challenges/
https://mmr.ua/show/dytyachi-igrashky-yakymy-ne-mozhna-gratysya-pryvernuly-uvagu-do-vrodzhenyh-vad-oblychchya
https://campaignbriefasia.com/2025/08/15/unusable-toys-at-smile-asia-gala-bring-guests-face-to-face-with-cleft-condition-struggles/
https://roastbrief.us/smile-asia-gala-uses-unplayable-toys-to-highlight-cleft-condition-challenges/
