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

- 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

In the Philippines, the street is our playground. That’s because our country has few public parks due to poor urban planning. While most kids have grown up safely playing on the streets, it is now a hazard due to GPS apps diverting millions of cars to side streets where children play given the high traffic on the main roads. The sudden influx of traffic and inadequate slow down signs and alerts, have resulted in over 35,000 Filipino children becoming victims of road accidents every year. Johnson’s wants to promote outdoor play as part of nurturing healthy child development. It also provides products like soap and powder that keep children fresh when active. The brand has always been a strong advocate of outdoor play for many years. So to welcome the summer, the brand launched a campaign that would help make playstreets safe again.