Campaign details

Brand: OMO
Brand owner: Unilever
Lead agency: Mindshare, Lowe
Contributing agencies: YouTube, Bizeyes, Admicro, Pokkt
Country: Vietnam
Industries: Laundry products
Media channels: Events & experiential, Mobile & apps, Outdoor, out-of-home, Sales promotion
Budget: 3 - 5 million

Executive summary

Thousands of children spend up to six hours a day looking at a screen. They prefer a smartphone with games, cartoons and toy review videos to any kind of outdoor sports, or even to communicating with others.

This "head down" syndrome gets worse during the school holidays, when kids have plenty of spare time and their parents just want to keep them occupied. Handing over a mobile phone or tablet becomes the most convenient escape route for parents, despite them being well aware that those addictive devices are hazardous for young ones.