The Campaign

Since playtime has been replaced by screen time, we’ve simply redesigned the kids’ activities on our packaging. Kids playing outdoors were replaced by kids on screens. The revised packaging was placed on shelves in Vietnam, and shoppers’ reactions to the change were observed. The results were startling. Out of an average of 500 supermarket customers a day, no one actually noticed the change on the packaging. Not even our stockists noticed anything. We showcased the results of this experiment on the OMO’s Official Fan Page on Facebook, kick-starting an organic discussion on social media. This provocation ignited a social debate among parents, schools, specialists and the media, inspiring families and children to put down their screens, go out and start playing again – the first steps towards a progressive change in Southeast Asia.

Creative Execution

We took shots of different kids using different devices: a mobile phone, a laptop and a video-game console. The kids playing outdoors were then replaced by the screen time kids, after which the revised packaging was placed in numbers on shelves throughout Vietnam. Then came the time to observe shoppers’ reactions to the change. Out of an average of 500 supermarket customers a day, not one had noticed the change. Two weeks after, we revealed the startling truth: not a single person noticed the change. We showcased the results of this experiment on OMO’s Official Fan Page on Facebook, kick-starting an organic discussion on social media. This provocation ignited a social debate among parents, schools, specialists, and the media, inspiring families and children to put down their screens, go out and start playing again. The first step towards a progressive change in Southeast Asia.

- Out of an average of 500 supermarket customers a day, not a single person noticed the change. Not even our stockists. - The provocation video reached out to over 400k followers on OMO’s Vietnam Official Facebook Page, igniting a social discussion among parents, schools, specialists, with media also inspiring families and children to put down their screens, go out and start playing again. The first steps towards a progressive change in Southeast Asia. - One of the most successful guerrilla campaigns in the brand’s history globally.

Times have changed. Kids spend up to 6 hours a day on screens, literally replacing playtime with screen time. An issue that no one has noticed before. In order to change people’s mindset, we decided to temporarily change something about ourselves first, in-store. A subtle but meaningful transformation in our packaging to change a behaviour that might affect our children in the future. An immersive experiment that builds the brand’s key messaging and clearly proves that our children need more playtime.

For years, OMO has been encouraging families to go out and play. We’ve done it in our communication. And even through our packaging, which is known to showcase children playing outdoors. But times have changed. In Southeast Asia, thousands of children spend up to 6 hours on screens every day. This is a huge issue for the brand since the latest studies have proven that outdoor play is beneficial for a child’s holistic growth. In order to prove that no one noticed this alarming mindset transformation, we decided to make a change. A subtle but meaningful change in our own global asset: the kids on the packaging. And the startling truth is that not a single person noticed the change. Just like no one notices the kids on screens every day.