Army of Toys

Creative idea

When residents discovered a planned park being illegally reassigned overnight as land for apartment buildings, a neighborhood in Bucharest rose up against the corrupt political machine which routinely takes public land and rezones it for commercial purposes to benefit accomplices. To get back the promised park, the neighborhood NGO filed an action in court. But to bring attention to the issue at the height of pandemic restrictions, we had one creative opportunity to fight: using the local elections for district mayor to bring people together safely in a toy protest which put pressure on lawmakers at their most vulnerable time.

Brand name: Salvati zona verde Domnisoara Pogany
Advertiser / client: Salvati zona verde Domnisoara Pogany
Product / service: NGO
Campaign name: Army of Toys
Agency network: TBWA WORLDWIDE
Agency: Friends\TBWA Bucharest
Additional company: The Public Advisors
Production company: Blind Cat
Web address: https://www.armatadejucarii.ro/
Creative director: Adrian Preda, Alexandru Vicol
Art director: Lavinia Plohod, Bogdan Danailescu
Copywriter: Vlad Mares, Vlad Belcin
Account director (agency): Florian Mirodonie
Pr director: Simona Dan
Film production: Vlad Gliga
Director: Matei Preda
Director of photography: Toma Hurduc
Music: Alexandru Vicol
Post production: Bro Visual & Sound Design
Post production producer: Gabriel Enache, Alex Pascu
Digital production: Razvan Mihalache
Event production: Petre Gheorghe
Additional company: Roxana Glont, Raluca Mihalachioiu, Ioana Oprescu (PR specialists)