The Brief

Studies showed moms in the city preferred their kids play indoor games because of the sun's scorching heat outside. Something that could limit children's learning experiences. Johnson's Baby came up with Active Fresh powder that keeps them cools and comfortable under the sun. We needed to create an experience that would launch the new product.

Describe how the promotion developed from concept to implementation

A one-of-a-kind playground was designed and built. Every game was created from something that appeared when the sun was high. The Shadow Playground let kids play all day in the sun without feeling hot and sweaty. It also dramatized the benefit of Active Fresh powder. Samples were also given during the launch event.

Describe the success of the promotion with both client and consumer including some quantifiable results

5,300 children visited the Shadow Playground and enjoyed themselves during the hottest month of the year. Moms talked about the unique experience online, garnering P6,600,000 in organic media exposure. It was also the brand's most successful product launch years.

Explain why the method of promotion was most relevant to the product or service

Johnson's Baby supports the WHO's recommendation to let kids experience active play an hour each day. The Shadow Playground wasn't only one-of-a-kind, it gave moms and children the chance to enjoy the outdoors without worry and discomfort.