In a series of grave-busting toy donation ads by Brazilian ad agency Eugenio, viewers are encouraged to donate their toys to ParkShopping São Caetano. The ads feature toys breaking free from their underground prisons with the tagline “Every toy can live again. Donate your old toys.”
In a spray of dirt, toy limbs are seen reaching for the sky in these print advertisements. Each ad targets a different demographic of children. Targeting boys, an action figure arm is seen punching through dirt towards freedom. In an effort to increase female toy donations as well, a 'Pinky Fairy' toy is seen bursting through sand with a pink magic wand. Whether the toys target males or females, the same touching sentiment that toys can have a second life is persistent throughout.