1 out of 5 children live under the poverty line. They experience Christmas with sadness because they are not receiving gifts.

After the holiday season, kids reunite in the playground to talk about what presents they received. Some children lie and invent gifts they didn’t get, to fit in with their friends.

To fight against this sad reality, we hacked the shopping option of Instagram by publishing the kids’s lies and their pictures with the possibility of buying their lies which will turn into a donation to buy them presents. To support this digital activation, we made a TV commercial to raise awareness nationally and to get more donations for the children in need.