Since playtime has been replaced by screen time, we’ve simply redesigned the kids’ activities on our packaging.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.

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.

- Unilever’s global and regional markets are now interested in carrying the idea over to their own respective markets, to increase awareness of this issue among children, across the globe.

- One of the most successful guerrilla campaigns in the brand’s history globally.