Fretex steals toys (but for a good cause)

According to the stats forming the insight behind this pointed campaign for Fretex: each Norwegian child apparently owns an average of 600 toys.

We can all agree that that's probably more playthings than any little one truly needs, but it's a testament to the likability and good-natured power of this campaign that at no point does this mean an accusatory finger is aimed at parent or child accusing them of greed or spoiling.

Instead, the campaign sets up a deliciously simple test - the Memory Game of the title, directed by Bacon's Andreas J. Riiser - in which the beyond-adorable participant, seven-year-old Savannah, is asked to remember all of the toys in her room... the catch being only those she remembers will be there when she next returns.

Reminding us that sometimes we have more than we really need, whilst giving us a great place to rehome them in Fretex (the Norwegian Salvation Army's second-hand stores), this spot is likeable and thought-provoking in equal measure.