2019 Winners & Shortlists

Cultural/Context information for the jury.

During summer, the Gulf region can easily hit 50oC but there is one place that gets even hotter. Under the sun, the interior of a car can easily heat up to 30oC more than outdoor temperatures. A fatal combination for kids who have been left in locked cars. A kids’ body heats up 3-5 times more than an adult’s body due to a thermic regulatory system that isn’t mature yet, exposing them to a heatstroke could be fatal. Despite the warnings, multiple cases of kids’ deaths in locked cars are reported every year.

Write a short summary of what happens in the ambient or digital execution or campaign.

GMC created ‘Forgotten Toy.’ A demonstration of what many children locked in cars suffer every year. A project aimed to raise awareness on this problem, generating a reminder for parents and the public. ‘Forgotten Toy’ is a toddler sized-toy designed to withstand temperatures of up to 52oC. We placed the Forgotten Toy in several places. GMC car dealers, toy stores, in order to capture parents’ reactions. The toy turned into a media sensation and through the use of their phone parents were able to unveil why the toy disfigured. They had been exposed to the truth with a final message which made them aware of the issue.