Latest studies indicate that Southeast Asian children spend up to 6 hours a day on screens. Screen time has literally replace playtime. And since none of us noticed this critical change, OMO decided to make a subtle and meaningful change in the packaging a well. Kids playing outdoors became kids on screens. 

What happens after should definitely shock you. No one noticed the change as well. Just like none of us notice the kids on screens everyday. The perfect representation of our society. 

Agency: MullenLowe Singapore
Team: Raul Palhares, Andrew Ho