World Vision’s Lost Toy Store popup display reflects on the true meaning of Christmas.
This Christmas, World Vision’s Lost Toy Store at Melbourne Central is like no other.
Created by creative agency The Royals, it features an interactive display by award-winning artist Emma Davies made of brightly coloured soft toys donated by Australians.
Digital touchscreens let visitors discover the backgrounds of the three lost toys – found in emergency response zones Jordan, Bangladesh and The Democratic Republic of the Congo – and share their experience with peers on social media.
Messages of hope written by visitors to the store will be shown as part of the exhibit, then sent to children impacted by conflict and disaster in World Vision-supported communities. All toys from the installation will also be distributed to children in need by Helping Hands Mission.
“This Christmas, 30 million children won’t be at home because of war, famine or natural disaster. And when they flee – or their homes are destroyed – they often leave almost everything behind, including their favourite possessions, like toys,” said World Vision chief marketing, data and product officer Teresa Sperti.
“The customer journey of discovery, experience and share at The Lost Toy Store breaks the mold for World Vision. We’ve taken the focus off sales to create an immersive engagement piece.”
The media strategy, by Havas Media, focussed on a hyperlocal media buy, including content partnerships, native advertisements and a social media campaign.
Check out our other Christmas campaigns here.