NY's Barton F. Graf 9000 and TDA_Boulder have partnered to form a non-profit, kids’ toy (* big asterisk) business, Bawx, that will benefit children’s charities Blue Sky Bridge in Boulder (focused on child abuse) and the Charley Davidson Leukemia Fund out of Boston. The asterisk? Bawx’s sole product is a big, plain, heavy-duty, 2-foot cubed, 100% recycled, made in U.S.A. — empty — cardboard box. It is partly a toy (the website claims it can be a kid’s submarine, foreign planet, robot, recording studio, mansion), and it is partly a bit of anti-consumerism/high-tech-gadgetry propaganda. Batteries are not required. Imagination is.
Bawx is sold online at www.GiftBawx.com (site designed and run by the two agencies), where it is offered in four “models,” that are all, upon inspection, identical. The marketing language is intentionally stupid. Each model’s listed features are, “Horizontal,” “Open end (closeable),” “Natural light,” and “Spacious entrance.” Where they differ is price, ranging from $24.99 to $499.99. Because all Bawx costs — materials and development — will be borne by the two agencies, and all proceeds will go to the two charities, every purchase is an undiluted donation to two worthy causes. www.GiftBawx.com will operate year-round, not just pre-holiday.
Bawx came of a late night, post ad event conversation between TDA_Boulder and Barton F. Graf 9000 principals Jonathan Schoenberg and Gerry Graf, and reflects their shared beliefs. As explained in Bawx’s online manifesto, “Consumerism is a bit out of control these days. Kids would much rather spend time with their friends and parents and a Bawx, than the latest technology. Ok, that is a complete lie, but maybe if they did have a Bawx they would spend more time with people, and a bit less time with pixels.”
AD: Barrett Brynestad
CWs: Gerry Graf, Jonathan Schoenberg
Prod.: Tim Kelly
Digital Lead: Gene Paek
Developer: Relentless Technology