The Campaign

As an advocate of outdoor active play, Johnson’s created the Street View Monsters: a campaign to raise awareness for safer play streets. Our goal: to build a playstreet map on Google, with the help of parents and kids. First we gathered data, through an on-ground event where we built a playground on a blocked off street in the city. We also seeded content and released articles about the effort to get more addresses online. We received hundreds of sign-ups and verified playstreets were mapped out. We designed 12 monster characters and added them on Google Maps. When used on Google Street View, users could also interact with them. The map design was aimed to educate children and parents on ways to help keep streets safer for play. The map also serves as a guide for GPS app makers, local officials, and drivers to be more aware of city playstreets.

Creative Execution

We designed the Street View Monsters to appeal to both adults and kids. That’s why we created 12 unique monsters that were inspired by kids’ drawings. These monsters were then added to play streets on Google Maps. On Google Street View, users could interact with the monsters with a 360° view of the street. The interactive Google Map was also designed to serve as a guide for GPS app makers, local officials, and drivers—to take action and be more aware of where children may be playing. The Street View Monsters were also used in various content to further educate people on the need for safer streets to play on. We further brought them to life by painting 3D safety murals of monsters, on actual streets, to slow cars down. To view the Street View Monsters, visit www.playstreet.ph

Indication of how successful the outcome was in the market

- 12 interactive monsters designed - Contributed to brand’s sales growth of 21% - 301% ROI in PR Value - 6x more responses than average - 164 Million media impressions