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

Agencia: MRM Madrid
Anunciante: ministerio de Consumo. Gobierno de España
Directores Creativos Ejecutivos: Guillermo Santaisabel y Pepe García
Head of Art: Rafael Merino
Art direction: Pablo Camarero
Ilustración: Pablo Camarero

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

Producer Agencia: Ismael Núñez.
Agencia de Relaciones Públicas: QMS Comunicación
Agencia de Medios: Media Diamond
Productora: Lee Films
Poducer: Alfonso Cuadra
Directores: Stefano & Alejandra