Johnson’s Baby needed to show moms it isn’t just a brand for babies. It’s for growing children too. When the World Health Organization recommended children have an hour of active play every day, Johnson’s Baby launched a pro-outdoor play campaign and Active Fresh Powder that prevents children from sweating. So we worked with one of the country’s top architects and built a playground unlike any under the sun. It didn’t have swings, slides or see-saws. All games were made entirely of shadows. Specially designed overhead plates cast different shadow games on the ground. It opened during the summer in a high-traffic play area and attracted over 5,200 visitors. Mainstream media covered the unique structure giving exposure worth over 5.6 million pesos, further helping the brand connect with even more moms of growing children.

The PR goal was to attract media buzz around Johnson’s Baby’s one-of-kind playground and help the brand connect with even more moms of growing children. First, a Shadow Play Box invited blogger moms and their kids to the big opening so they could share their experience with their followers. On March 29,2014, the Shadow Playground was unveiled in a high-traffic play area in the city. A week later, an online documentary about the playground was uploaded in the Johnson’s Baby facebook community to help spread the word further.

The Shadow Playground attracted over 5,200 visitors in a period of one month. Coverage by two major TV networks, nine dailies, 33 blogs targeting mothers and documentary views amounting to almost 1 million pesos gave the campaign a total PR value of over 6.6 million pesos.