Insight/ BACKGROUND

Drawings are expressions of a kid’s thoughts, imaginations, dreams. Instead of being displayed, they end up hidden in drawers, stuck on walls, gathering piles of dust and ultimately forgotten.

So OMO initiated an action that will give kids’ dreams the attention they rightfully deserve.

OBJECTIVES:

1. Business: increase annual sales value + 100bps

2. Marketing: inspire a belief in brighter future for Vietnamese kids and evoke national pride.

3. Do-good-objective: enable 1,000 dreams for Vietnamese children

Insight

Drawings are expressions of a kid’s thoughts, imaginations, dreams. Instead of being displayed, they end up hidden in drawers, stuck on walls, gathering piles of dust and ultimately forgotten.

So OMO initiated an action that will give kids’ dreams the attention they rightfully deserve.

Idea

The OMO Gallery of Dreams

We asked kids to draw what they want to be in the future.

We collected their drawings and printed these as big as the entire house. We then installed these drawings on the roof of their houses, for the whole Vietnam to see.

The OMO Gallery of Dreams turned the whole village into a gallery with each roof displaying the dream of the kid living in that house.

1/INSPIRE AND INVITE

o We use online to build awareness via an inspirational spot and inform mothers about our initiative. This created excitement for people to wait for OMO Dream collector.

2/ENGAGE

o The Dream Collector team visited provinces and elementary schools around the country, providing mums and kids the raw materials (dream collection packs) to capture their dreams through drawings.

o Our website reached and provided guidance to kids who couldn’t go to on ground.

o Mothers were encouraged to collect the kid’s dreams and drawings to showcase to the world.

3/AMPLIFY

o The activation was leveraged to generate content, widen the conversation and inspire other mothers to follow the movement.

o The journey of the activation was documented through video, to further amplify the message online though our website and in social. A clip recapping the summary of our journey and achievement was released.