Creating empathy for a logo.

BACKGROUND
In Denmark, millions of perfectly usable toys lie unused in people’s cupboards, carports and lofts or dumped at the local garbage depot. This is not only bad for the environment, but it’s also a poor way to treat a loyal toy.
 
That’s why Hamleys  launched the long term CSR project, “The Toy Mission”: 

A digital orphanage for the world’s unused toys– A non-profit utility where people can meettheir perfect playmate.

TASK
The Toy Mission needed to create empathy for the mission among a new generation of consumers.

SOLUTION
Our solution was “Sad Toy”.

A logo with a sad personality. An icon for the long forgotten toy in your basement that not only captured the essence of the mission – but could also travel seamlessly though the many media’s used as part of the brand identity. 


Agency: Halby Kaag JWT