Title | KIDS EARTH HOUR |
Brand | MEAD JOHNSON |
Product / Service | SUSTA-KID MILK |
Category | C01. Integrated Campaign Led by Direct |
Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
DM/Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Credits |
Name | Company | Position |
---|---|---|
Andrew Petch | Ace Saatchi & Saatchi Manila | Executive Creative Director |
Tony Sarmiento | Ace Saatchi & Saatchi Manila | VP/Head of Integration |
Onat Roldan | Ace Saatchi & Saatchi Manila | Head of Activation |
Shiela Tiongco | Ace Saatchi & Saatchi Manila | Head of Digital |
Carl Urgino | Ace Saatchi & Saatchi Manila | Head of Art |
Ben de Luyas | Ace Saatchi & Saatchi Manila | Creative Director |
Kate Plata | Ace Saatchi & Saatchi Manila | Copywriter |
Jordan Santos | Ace Saatchi & Saatchi Manila | Copywriter |
Hans Malang | Ace Saatchi & Saatchi Manila | Art Director |
Gino Caoile | Ace Saatchi & Saatchi Manila | Art Director |
Rodel Quitain / Dennis Obien | Ace Saatchi & Saatchi Manila | Producer |
Rico Torres | Ace Saatchi & Saatchi Manila | Final Art |
Edg Samson | Ace Saatchi & Saatchi Manila | Account Head |
Claire Cruz | Ace Saatchi & Saatchi Manila | Account Manager |
Kiko Torno | Ace Saatchi & Saatchi Manila | Activation |
Nathan Cabagio | Ace Saatchi & Saatchi Manila | Activation |
Joem Segovia | Ace Saatchi & Saatchi Manila | Digital |
Patty Mallari | Ace Saatchi & Saatchi Manila | PR |
The target audience was Mums with kids from 3 to 12. The strategy of the campaign was to encourage physical activity in-conjunction with a healthy diet. Because diet alone can't build a child's body if they're not active. However the most popular pastime for kids in Asia is playing electronics indoors. This pastime was directly causing the lack of physical exercise. So we needed a compelling reason for Mums and Kids to unplug all electronics and play physical activities outdoors So we came up with the biggest reason on Earth - Saving the Planet
The strength of the creative is that it gives kids a fun reason to play physical activities, And Mums a physical and moral reason to get their child to do it. It was so appropriate for the Susta-Kid Milk brand, because Susta Kid Milk builds higher levels of strength and stamina in a child's body when combined with physical activity
We approached the global organization behind Earth Hour, WWF, and asked them to help Susta-Kid create… KIDS EARTH HOUR. Held on the same day and time as Earth Hour, we asked the moms and children of Asia… to unplug their… videogames... computers... TVs... and DVDs... and participate in physical activites outdoors. If we could get thousands of kids and Mums to play physical activities outdoors for one day, it could encourage them play outdoors everyday.
P15,000 in free media. 34,000 page views online. And contributed to a 40% increase in energy saved by Earth Hour in Asia in 2010. But the real value lies in what the Kids Earth Hour campaign did for the Sustakid Milk brand. It positioned it as: Not only a builder of strength and stamina in your child’s body, when combined with physical activity. But also: A builder of a better planet.