The Brief

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

Creative Execution

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

Describe the creative solution to the brief/objective.

So we came up with the biggest reason on Earth - Saving the Planet And teamed up withWe 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.

Results

11,655,685 pesos in free TV & radio publicity. 1,090,416 pesos in free in P.R. 1,300,000 in out-of-home exposure. 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.