KIDS EARTH HOUR by Ace Saatchi & Saatchi Makati for MEAD JOHNSON NUTRTION

KIDS EARTH HOUR

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Industry Milk, Business equipment & services, Corporate Image
Media Design & Branding
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Ben De Luyas
Art Director Gino Caoile, Hans Malang
Released February 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: MEAD JOHNSON NUTRTION
Product/Service: SUSTA KID MILK DRINK
Agency: ACE SAATCHI & SAATCHI
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: ACE SAATCHI & SAATCHI, Makati City, THE PHILIPPINES
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Head of Art: Carl Urgino (Ace Saatchi & Saatchi)
Creative Director: Ben de Luyas (Ace Saatchi & Saatchi)
Copy Writer: Kate Plata (Ace Saatchi & Saatchi)
Copy Writer: Jordan Santos (Ace Saatchi & Saatchi)
Art Director: Hans Malang (Ace Saatchi & Saatchi)
Art Director: Gino Caoile (Ace Saatchi & Saatchi)
Final Artist: Rico Torres (Ace Saatchi & Saatchi)
Print Producers: Rodel Quitain/Dennis Obien (Ace Saatchi & Saatchi)
Accounts: Edge Samson (Ace Saatchi & Saatchi)
Accounts: Claire Cruz (Ace Saatchi & Saatchi)
Media placement: Logo - All media channels below - 01/03/2010…
Media placement: Direct Mail Flyer - Sky TV Cable Bills - 01/03/2010…
Media placement: Merchandising / Ambient - Stickers, T-shirts - 01/03/2010…
Media placement: Outdoor / indoor posters - Outdoor sites / Indoor schools + play areas - 01/03/2010…
Media placement: Facebook page /Online banners / Viral Film - Facebook/ You Tube / Websites / Blogs - 01/03/2010…
Media placement: Live Events - Multiple Asian Cities - Earth Hour Day
Media placement: TV - Nickelodean / GMA 7 - 01/03/2010…
Media placement: Pavement Stencils - Asian City Streets In Kids High Traffic Areas - 01/03/2010…
Media placement: Recyclable Plastic Bags - SM + Ayala Malls/Supermarkets - 01/03/2010…
Media placement: Newspaper Ads - Phillipine Star, Daily Enquirer - 01/03/2010…

Describe the challenges and key objectives
We created 'Kids Earth Hour'. On the same day and time as Earth Hour, we asked Kids/Mums to unplug electronics indoors and play physically outdoors. Our slogan: 'Save Energy Indoors, Use your Energy Indoors'. And we got the 'Earth Hour' organisation, WWF, to help us do it. The challenge was to design a visual id for Kids Earth Hour that communicated the fun of playing outdoors, whilst communicating the reward of saving energy indoors to save the planet.

Describe the brief from the client
‘Susta-Kid’ is a milk drink that builds strength and stamina in a child's body when combined with physical activity. Problem is, kids are doing less outdoor physical activities. Because they’re indoors glued to their TV’s, DVD’s, Video Games, And Internet. And Mums are letting it happen. So we realised that the objective of our promotional campaign had to be to increase the physical benefits of drinking Susta-Kid Milk, by increasing physical activity amongst kids.

Describe how you arrived at the final design
We took the image of an electrical plug, and turned it into a child. It became our logo and our character through every media channel. We approached the design by simplifying the core visual communication message: KIDS + UNPLUG + PLAY OUTDOORS. After many designs and many simplifications we arrived at the final design you see throughout the campaign. We affectionately named the Child-Plug design as 'Pluggy'. Pluggy succeeded in communicating to kids on a fun, engaging, emotional level and Mums on a more literal, rational communication level.

Give some indication of how successful the outcome was in the market
The Visual Identity we designed helped the Kids Earth Hour campaign achieve the net results of: Over P15,000,000 in free publicity. Over 34,000 free page views online. And all from a budget of P2,000,000. Plus Kids Earth Hour contributed to a 40% increase in energy saved by Earth Hour in 2010. But the real value lies in what the campaign did for the Sustakid Milk brand. It positioned it as: - A builder of strength and stamina in your child’s body when combined with physical activity - A builder of a better planet.