The Brief

The World Health Organization recommends children have an hour of active play every day. But moms are reluctant to let kids enjoy the outdoors. To support this, Johnson's Baby came up with a pro-outdoor play campaign, as well as as a powder called Active Fresh that prevents kids from getting sweaty. We needed to create a unique experience that will bring the benefit of outdoor play and Active Fresh to life, thereby encouraging moms to let their kids play outside more for a healthy physical, mental and psychological development.

Creative Execution

In the world of architecture, there are not many structures that worked with the path of the sun. Fewer still make use of shadows as the main attraction. Building the Shadow Playground allowed kids to re-discover a natural phenomenon outdoors like never before - an experience that would help them learn more about their world while they play. In the process, moms learn to let go a little too, and let children play the natural way.

Describe the creative solution to the brief/objective.

We and built a playground unlike any under the sun: The Shadow Playground. With games made entirely of shadows. With specially-designed overhead plates, the playground cast shadow games on the ground: Maze, Flamingo, Hopscotch, Froggy Jump and Snakes & Ladders. We analysed the sun path so that the games shifted as the sun moved, allowing kids to play all day in it - while Active Fresh sampling gave them comfort and eased moms' worries. The Shadow Playground was erected in a high-traffic outdoor play area near a mall.

Results

The first-of-its kind Shadow Playground attracted 5,200 visitors and garnered media impressions worth P4,546,971.17. The unsolicited coverage also helped encourage more moms to let kids play and learn outdoors.