Labublue
- Year
- Client
- Scope
- Creative concept, Art direction, Campaign
- Publication
- Social impact • Competition • With Vito Sedej
About the project
Sometimes the scariest monsters don't look like monsters at all.
The Monsters in Plain Sight is a campaign concept that uses the world's obsession with Labubu to address something far less talked about: child abuse.
Together with Vito Sedej, we imagined a collaboration between POP MART and L'Enfant Bleu, turning the collectible toys into something more meaningful. Each Labubu represents an emotion children experiencing abuse might struggle to express, from fear and shame to feeling ignored or silenced.
Through limited-edition toys, hidden messages and a discreet online support channel, the campaign creates a way for children to recognise what they're going through and ask for help.
Because sometimes it takes a little monster to help you recognise the real one.
Fun fact
We took one of the world's most wanted toys and gave it a job much more important than sitting on a shelf.