2019 Winners & Shortlists

Synopsis.

Kids today are the least active kids in history, as they spend, on average, less than an hour a day playing outside and getting dirty; which means, they spend 23 hours idle and inactive. That’s not always so good for a washing powder brand like OMO, whose philosophy is “Dirt is Good”. OMO is a brand that promotes an active lifestyle, because playing and getting dirty is crucial for kids’ learning and development. To wake parents up to the fact that kids today are ‘the least active kids ever’, we created the longest cross-platform livestream by a brand in history; a 23-hour video showing a kid doing absolutely nothing, apart from sleeping, playing video games, checking social media, watching Netflix and hover-boarding his way to and from the kitchen. We also made a 7-hour livestream about screen time. And a 4-hour livestream about TV time. With parents debating childrens’ inactivity, we switched from provoking them, to helping them. We teamed up with child psychologists who responded online in real time, explaining the importance of active play. We launched shorter films and webisodes to further encourage and educate parents. It became the most successful digital and social campaign in OMO’s history.