The Power of Play

Growing up milk brand, Similac, wanted to enrich the learning potential in every child. Conventionally, parents believed kids learnt better through books than play. But research had shown how play-based learning was more effective at developing cognitive skills. We decided to make parents realise the power of play. In a promo campaign, we held a contest asking kids to draw characters using our giveaway crayons. 31 of the most unique characters were chosen and brought to life in an animated movie, showing parents the potential of their child’s playful scribbles.