The Brief
Filipino children are spending too much time on screens, with devices becoming the default solution for entertainment, learning, and keeping kids occupied. While parents know play is important, busy lifestyles make screens the easiest option—reducing opportunities for hands-on play, learning, and meaningful parent-child connection.
How can we shift parents from seeing screens as the default babysitter to making play the default way to bond and learn?
In a world of AI and digital convenience, remind parents that the most important learning still happens hand in hand—by inspiring them to rediscover simple, tactile games they can play with their children.
The Challenge
Create a digital-first campaign that inspires Filipino parents to put down the screens and play tactile games with their children, using an engaging execution such as video, social content, or an activation—anchored by a strong, ownable key visual.