CHILDREN’S LACK OF PLAY TIME CAN’T GO UNNOTICED.

Screen time has replaced playtime. To address this concerning shift, we made a meaningful change in Unilever OMO’s powder detergent packaging—swapping the iconic image of kids playing outdoors with screens. The fact that no one noticed the change was the perfect story.

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CREDITS

Creative Agency: MullenLowe Group Singapore.
ECD: Erick Rosa, Ang Shengjin, Daniel Kee.
Creative: Raul Palhares, Fábio Santos, Andrew Ho, 
Joscelyn Heng, Caili Goh, Martín Coppola.
Business Director: Shaifali Dayal.
Account Director: Sean Lee HW.
Account Manager: Soon Yong En.
Company: Unilever / Dirt is Good.
Senior Global Marketing Manager: Anser Aly.
Production House: Ground Production.
Production House: The Rabbit Hole.
Videographer: Gin Khoo. 
Photographer: Alvin Tan.
PR Agency: Bold Media.
Head of APAC: Oliver Budgen. 
Account Executive: Divika Jethmal.

CHILDREN’S LACK OF PLAY TIME CAN’T GO UNNOTICED.

Screen time has replaced playtime. To address this concerning shift, we made a meaningful change in Unilever OMO’s powder detergent packaging—swapping the iconic image of kids playing outdoors with screens. The fact that no one noticed the change was the perfect story.

SOUNDS FROM TORTURE

SUPREME INVITATION