Toy Strike

Designing with purpose for gender equality. Campaign created by MRM Spain for the Ministry of Consumer Affairs (Government of Spain).

In Spain, +77% of toy ads still show sexist roles that perpetuate inequality against women. To make families and toymakers think about this problem, toys called for a national strike. A symbolic break where toys took the stage to demand the end of stereotypes.

We created a digital protest where families participated by sharing images of their own toys supporting the strike from home. This topic dominated the conversation during Christmas and pushed the toy industry to sign a pioneering agreement that eradicates inequality from their ads. 

Video case

Awards

El Sol
1x Gold
3x Bronze

El Ojo de Iberoamérica
1x Silver
4x Bronze

Premios Eficacia
2x Shortlist

Epica awards
1x Gold
1x Bronze

Gerety awards
1x Bronze

IAB Inspirational
1x Shortlist

Webby Awards
1x Winner

Clio Awards
1x Silver

The One Show
1x Bronze

Credits

Agency: MRM Madrid
Client: Ministerio de Consumo. Gobierno de España
Executive Creative Directors: Guillermo Santaisabel y Pepe García
Head of Art: Rafael Merino
Art Direction: Pablo Camarero
Illustration: Pablo Camarero

Creative team: Sergio García, Pablo Camarero, Albert Botelho, Flavio Jiménez, Anai Meléndez, Daniel Albaladejo
Motion graphics: Claudia Jara
Business team: Álvaro Cuneo y Javier Mirones
Planning team: Rodrigo Blázquez, Irene Navarrete, Paola Seivane

Agency producer: Ismael Núñez.
Public relations agency: QMS Comunicación
Media agency: Media Diamond
Producer agency: Lee Films
Poducer: Alfonso Cuadra
Directors: Stefano & Alejandra