The Problem
Play is essential to child development. But in Vietnam — like much of the world — screen time has replaced playtime, often without anyone noticing.
OMO, a brand long associated with outdoor play and messy joy, wanted to spark awareness around this silent shift in behavior.
OMO, a brand long associated with outdoor play and messy joy, wanted to spark awareness around this silent shift in behavior.
The challenge:
How do you highlight a problem that’s become invisible?
How do you highlight a problem that’s become invisible?
The Insight
We don’t see what we’ve normalized.
So instead of running a campaign about screen time, we hid it in plain sight and watched what happened.
So instead of running a campaign about screen time, we hid it in plain sight and watched what happened.
The Idea
We made a subtle change to OMO’s iconic packaging: the image of a joyful, active child was replaced with one lying down, glued to a screen.
Then we placed the packs on shelves across supermarkets; no announcement, no campaign, no hint. Just observation.
The result?
Out of 500 daily shoppers, not a single person noticed.
When the switch was finally revealed, it hit hard. A problem everyone claimed to care about had been staring them in the face and no one saw it.
OMO launched the reveal online, igniting a conversation about screen addiction, parental blind spots, and the shrinking space for real play.
The Outcome
• 400K+ people engaged in the conversation on OMO Vietnam’s Facebook page
• Massive press coverage, regional pickup, and consumer reflection
OMO committed to expanding the campaign across Asia
A simple packaging change.
A quiet cultural mirror.
And a bold reminder that if we don’t pay attention, we’ll raise a generation that never looks up.
ECD: Erick Rosa
Creative Director: Daniel Kee, Ang Sheng Jin.
Copywriters: Raul Palhares.
Art Director: Martin Coppola, Fabio Santos, Andrew Ho.
Regional Account Manager: Shaifali Dayal.