_when kids have no time to play, change the packaging.

In Southeast Asia, children spend 6h/day on screens. Screen time has replaced playtime and no one noticed it. In order to fix this alarming mindset transformation, we made a subtle but meaningful change on our product: replacing kids outdoors by kids on screens.

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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.