Baci Baci / Toy That Hits The Nation

Creative idea

We created a toy that should never exist: BaciBaci, a “toy spoon” that looked cheerful but “disciplined” with slaps, children’s cries, and facts about violence. Designed like a toy-store product, it exposed how corporal punishment is passed from one generation to the next. Sent to politicians, influencers, and parents, it became impossible to ignore. Even conservative defenders of “traditional discipline” condemned it. What seemed playful sparked national outrage and debate: should hitting children ever be normalized? The provocation worked—society drew the line, and Parliament ultimately banned corporal punishment, transforming a toy into a catalyst for change.

Brand name: Centrum Locika
Advertiser / client: Centrum LOCIKA, z. ú.
Product / service: Toy That Hits The Nation
Campaign name: Baci Baci
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi, Prague
Media agency: Publicis Groupe
Additional company: MSL Czech Republic
Production company: Roar
Web address: https://www.centrumlocika.cz
Agency chief executive officer: Tomas Varga
Executive creative director: Kosta Schneider
Creative director: Petr Roth
Art director: Jakub Havlík
Copywriter: Hana Kašáková
Designer: Martin Mašík
Account director (agency): Lucie Dubová
Strategic planner / strategist: Karolína Trávníčková
Pr director: Sylvie Micková
Director: Jakub Havlik
Agency producer: Jiří Macek
Post production: Martin Mašík