OMO created something to unglue children from screens and show them that playing outside is a lot of fun too. The purpose was to help parents who worry about their child's development and encourage children to go outside, get dirty and have loads of un-technological fun. Being a child is about experiencing new things and technology, by itself, can limit this learning process. OMO understands this and that's why it created this idea.

The execution of the idea was created to be seamlessly simple and easy for parents to install and children to use. It was very important for the team to create something that spoke that same language as kids and managed to regulate them, but wasn't forceful or boring. That's why we chose to maintain a simple mechanic and aesthetic solution in the project. Our choice of materials, screens and words are very much reflective of this.

The project added a lot of value to the brand, since it enabled OMO to materialize on its creative concept and positioning and also step into the household in a new way. It allowed the brand to become a helping hand and a friend in the educative and raising process that every parent has. On the consumer's side, the project was of a lot value as well, since it brought forward an innovative solution to a very serious problem. The project's managed to fulfill its goal and change many child's behavior, making them less dependent on technology. It also had a successful impact in bringing up the question as to whether kids should be spending more time outside and increasing consumer awareness on technological dependency and its negative impact on children.

Why is this work relevant for Promo & Activation Lions:

This work is relevant for Promo & Activation Lions because it is an activation that adds value to the brand by creating an innovative product and an effective solution. Aside from helping parents raise their kids and give them a healthy development, it also enables OMO to materialize on its creative concept and positioning. With this product, OMO is promoting its concept with a concrete solution and a material product.

With this idea, OMO aimed to help parents in giving their children (aged 0-12) conditions to develop properly and have a healthy childhood. And at the same time, talk and be pleasing, simple and fun for children to play with it. Using technology against itself seemed to be the best way to go, since the idea needed to be modern and easy for kids and also be effective in regulating the time spent behind screens.

Children spend more than 6 hours in front of a screen per day. And the worst part: these are 6 hours that they don't spend playing outside. Excessive use of technology can be addicting and prejudicial to a child's wellbeing and development. For years now, OMO has spoken about dirt and its importance on a healthy childhood and development. But now, speaking wasn't enough. So OMO decided to do something about it.