// TOY STRIKE // HUELGA DE JUGUETES
// TOY STRIKE // HUELGA DE JUGUETES
Maybe you thought that the idea of girls playing with dolls and boys with cars was a thing of the past, but that’s not the case. According to a study by the Spanish Women’s Institute in 2020, 77.2% of toy ads show sexist roles that perpetuate and promote inequality against women. In fact, 68.2% of all toy ads in Spain portray girls in relation to beauty and caregiving, whereas 71% of those aimed at boys are associated with pilot, police, or military jobs.
The Spanish Ministry of Consumer Affairs asked us to create a campaign to make it clear that there are no “boys’ toys” or “girls’ toys,” and we came up with something no one had done before: asking the toys themselves whether they wanted to be pigeonholed into just one gender. The result? The toys went on strike to defend their right to play with all children.
Agency: MRM Madrid
Client: Spanish Ministry of Consumer Affairs
Awards:
1x Bronze One Show - 1x Merit One Show - 1x Shortlist - Cannes Lions - 1x Silver Clio - 1x Shortlist D&AD - 1x Gold EL Sol - 4x Silver El Sol - 2x Bronze El Ojo - 1x Gold Epica - 1x Bronze Epica Awards
