'Unusable Toys' shows the struggles of cleft lip conditions

This year’s Smile Asia gala confronted guests with the daily challenges of children with cleft lips and facial deformities.

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'Unusable Toys' shows the struggles of cleft lip conditions

Cleft lip, with or without palate, is among the world’s most common birth defects and rates are highest in Asia, affecting roughly 1 in 500 to 600 births. At Smile Asia’s annual gala in Singapore, toys became the focal point, offering a stark window into the daily frustrations of children with cleft conditions.

The installation, ‘Unusable Toys’, featured altered playthings such as the ‘Unpacifier’, a giant pacifier sealed shut alongside ‘Jigsaw Jumble’ and ‘Sip-and-Spill Cup’. Each one shows the helplessness children feel when something as simple as play becomes a struggle.

“When you can’t play with a toy because of your own body, you feel broken,” says Abimanyu Talukdar, secretary-general at Smile Asia. “That’s the heartbreaking reality for many children with cleft conditions—which our patrons now truly understand.”

A collaboration between creative agency DDB Group Hong Kong and Miami Ad School, the campaign paired student creatives with industry mentors to create real impact. At the gala, Smile Asia called for donors and greater support for children needing cleft surgery.

Campaign Take: With a striking, immersive installation, ‘Unusable Toys’ fuses art and advocacy to challenge viewers’ assumptions and spark empathy. Everyday items, like a whistle without holes or a windmill that won’t spin, visibly embody the limitations these children face. Reminiscent of modern art pioneers like Fabien Oefner and Jaime Pitarch, the project delivers a visceral sense of struggle and a compelling call to action.

Credits

Client: Smile Asia

Agency: DBB Group Hong Kong, Miami Ad School São Paulo, Miami Ad School Buenos Aires

DDB Group Hong Kong

CEO: Andreas Krasser

Regional Executive Creative Director: Alejandro Canciobello

Senior Copywriter: Nikhil Nagarkar

Senior Art Director: Christy Wong

Junior Art Director: Nadya Siaren

Chief Strategy Officer: Adrian Tso

Production Director: Jacie Tan

Producer: Andrew Chan