In Southeast Asia, children spend 6h/day on screens. Screen time has replaced playtime and no one noticed it.
This was the insight at the core of the southeast Asian 2016 communication campaign of Unilever's iconic clothes detergent brand OMO.
Besides the TVC we wanted to really spark a conversation about this alarming transformation, we made a subtle but meaningful change on our product: replacing kids outdoors with kids on screens.
