1 2
 
 
  • SUB CATEGORY :
    FIELD MARKETING
  • COMPANY ENTERING :
    MULLENLOWE SINGAPORE, SINGAPORE
  • TITLE :
    KIDS THAT NO ONE NOTICED
  • BRAND :
    OMO
  • ADVERTISER :
    UNILEVER
  • AGENCY :
    MULLENLOWE SINGAPORE, SINGAPORE
  • EXECUTIVE CREATIVE DIRECTOR :
    ERICK ROSA/DANIEL KEE/ANG SHENG JIN
  • COPYWRITER :
    RAUL PALHARES
  • ART DIRECTOR :
    ANDREW HO/JOSCELYN HENG/FABIO SANTOS/MARTIN COPPOLA
  • BUSINESS DIRECTOR :
    SHAIFALI DAYAL
  • ACCOUNT DIRECTOR :
    SEAN LEE HW
  • ACCOUNT MANAGER :
    SOON YONG EN
  • FILM PRODUCTION COMPANY :
    GROUND PRODUCTIONS, SINGAPORE
  • DIRECTOR :
    GIN KHOO
  • CINEMATOGRAPHER :
    GIN KHOO
  • POST-PRODUCTION COMPANY :
    VHQ ASIA SINGAPORE, SINGAPORE
  • POST PRODUCER :
    FABIAN TAN
  • SOUND PRODUCTION COMPANY :
    NEON SOUND, SINGAPORE
  • SOUND STUDIO PRODUCER :
    TERENCE CHAN
  • PRINT PRODUCTION COMPANY :
    GROUND PRODUCTIONS, SINGAPORE
  • PHOTOGRAPHER :
    ALVIN TAN
  • THE BRIEF :
    TO HIGHLIGHT THE SUBTLE SHIFT THAT HAS OCCURRED BETWEEN PLAYTIME AND SCREEN TIME, MULLENLOWE SINGAPORE COLLABORATED WITH UNILEVER’S LEADING DETERGENT BRAND IN VIETNAM, OMO, TO MAKE A SUBTLE BUT MEANINGFUL CHANGE ON ITS PACKAGING: KIDS PLAYING OUTDOORS BECAME KIDS ON SCREENS.
  • THE STRATEGY :
    FOR YEARS, OMO HAS BEEN ENCOURAGING FAMILIES TO GO OUT AND PLAY. WE’VE DONE IT IN OUR COMMUNICATION AND EVEN ON OUR PACKAGING, WHICH IS KNOWN TO SHOWCASE CHILDREN PLAYING OUTDOORS. BUT TIMES HAVE CHANGED. IN SOUTHEAST ASIA, THOUSANDS OF CHILDREN SPEND UP TO 6 HOURS ON SCREENS EVERY DAY. IN ORDER TO PROVE THAT NO ONE NOTICED THIS ALARMING MINDSET TRANSFORMATION, WE DECIDED TO MAKE A CHANGE. A SUBTLE BUT MEANINGFUL CHANGE IN OUR OWN GLOBAL ASSET: THE KIDS ON THE PACKAGING. ONLY TO KNOW THE STARTLING TRUTH THAT NOT A SINGLE PERSON NOTICED THIS CHANGE.
  • THE EXECUTION & CRAFT :
    WE TOOK SHOTS OF DIFFERENT KIDS USING DIFFERENT DEVICES:
    A MOBILE PHONE, A LAPTOP AND A VIDEO-GAME CONSOLE. THE KIDS PLAYING OUTDOORS WERE THEN REPLACED BY THE SCREEN TIME KIDS, AFTER WHICH THE REVISED PACKAGING WAS PLACED ON SHELVES THROUGHOUT VIETNAM. THEN CAME THE TIME TO OBSERVE SHOPPERS’ REACTIONS TO THE CHANGE. OUT OF AN AVERAGE OF 500 SUPERMARKET CUSTOMERS A DAY, NO ONE NOTICED THE CHANGE. 2 WEEKS AFTER,
    WE THEN REVEALED THE STARTLING TRUTH: NOT A SINGLE PERSON NOTICED THE CHANGE, KICK-STARTING AN ORGANIC DISCUSSION ON SOCIAL MEDIA.
  • THE RESULT :
    OUT OF AN AVERAGE OF 500 SUPERMARKET CUSTOMERS A DAY, NOT A SINGLE PERSON NOTICED THIS CHANGE ON THE PACKAGING. NOT EVEN OUR STOCKISTS. THE PROVOCATION VIDEO REACHED OUT TO OVER 400K FOLLOWERS ON OMO’S VIETNAM OFFICIAL FACEBOOK PAGE, IGNITING
    A SOCIAL DISCUSSION AMONG PARENTS, SCHOOLS, SPECIALISTS, WITH MEDIA ALSO INSPIRING FAMILIES AND CHILDREN TO PUT DOWN THEIR SCREENS, GO OUT AND START PLAYING AGAIN. THE FIRST STEPS TOWARDS A PROGRESSIVE CHANGE IN SOUTHEAST ASIA.