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LEGO Encourages Parents to Spend More Time With Their Kids Using OOH Video Stunt

In Taipei where working adults are some of the busiest in the world, a child’s imagination was given the stage to shine. Hsiao Feng was chosen via a casting call, and a video was filmed of him sharing his Lego  creation, a really strong car, that would help his father who sells and repair cars for living, be less tired, and with that spend more time at home with him.
The video was shared and promoted via Youtube, Social Media, Public screens throughout the city and more importantly projected on a 100-metre screen outside the Taipei Arena stadium, as the father walked by after work, who promised he’d find more time to spend with his son.
With the campaign, Lego hopes to spark a social conversation, and a change in mindset around the role of imagination. Kevin Hagino, senior regional brand manager, Southeast Asia at Lego, said in a statement: “At Lego, we have a mission to inspire imagination and creativity to develop the builders of tomorrow through play. Our kids are all creative geniuses and we want parents and the world to see how amazing they are. Hsiao Feng’s message to his father is a powerful message to all parents. We all have busy schedules — but a childhood doesn’t last forever. Through this film, we hope to inspire parents to value the importance of their child’s imagination, and give it the encouragement and attention it deserves.”
Video below:
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Via: PR Examples

JCDecaux's Season's Greetings Showcase

Children from over 10 primary schools have been chosen by JCDecaux to bring ‘Season’s Greetings’ messages to the public with digital screens nationwide across retail, rail and roadside locations throughout December.
Schools taking part include: Ridgeway Primary Academy in South Shields and Low Road Primary in Leeds, selected via Virgin Trains East Coast – in addition to Millbank Primary in London and Pleasant Street Primary in Liverpool.
Additionally, in Edinburgh, JCDecaux teamed up with The City of Edinburgh Council to run a city-wide competition, with the winning artwork from multiple schools showcased across bus shelters on Princes Street.
Head teacher Michael McCarthy from Ridgeway School in South Shields said: “This was a fantastic opportunity to showcase the wide range of art produced by our pupils and to bring it to a wider audience. The children were thrilled to be involved. This initiative shows the impact that just one person can have on others, and that by doing something good you can positively impact on many. It’s really put our school on the map, and I’m delighted that we are bringing season’s greetings to people out and about shopping and travelling.”
Jennie Pitt, People Engagement and Corporate Responsibility Manager at Virgin Trains East Coast, said: “We are always looking for ways in which we can work with our local communities. We are delighted that JCDecaux approached us to host the artwork of children from local schools in stations across our route.
“The children have done an amazing job, their artwork will bring festive cheer to our station environments.  We know it will be enjoyed by the many customers that will be passing through our stations throughout the Christmas period.”
This is the second year that this festive initiative has run across JCDecaux’s digital content channel.
Locations where the showcase can be seen includes major rail hubs across London e.g. Euston, King’s Cross, Liverpool Street, London Bridge, St. Pancras, Victoria and Waterloo as well as Brighton, Glasgow, Leeds, Liverpool Lime Street, Manchester Piccadilly, Newcastle Central Nottingham, Sheffield, York to name but a few.
It will also be showcased across retail screens UK-wide including major shopping destinations such as Bluewater, Brent Cross (London), Bullring (Birmingham), Eldon Square (Newcastle), Intu Lakeside, Liverpool One, Trinity Leeds, St David’s (Cardiff)

Kids Overjoyed as they Meet Santa – in a Kwik Fit Waiting Room!

A trip to the local Kwik Fit in Whetstone, North London seems hardly the place for a festive treat – but that’s exactly what ten kids got when seemingly dragged along by parents.
To promote its free winter safety check-ups, the children bumped into a man that looks an awful lot like Santa Claus, sat waiting for his sleigh to be serviced.
I’m none-too-sure about ‘Merry Kwikmas’ at the end of the campaign video (sitting at 350k views since its release yesterday), but I love the idea, the set-up and – being a dad of two myself – the look of actual joy on the kids’ faces as Santa recalls their names and hands them gifts from his sleigh. The secret camera footage was filmed over the course of two days, apparently.
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Via: PR Examples 

‘Stories in the Sky’ Use Kites to Promote Children Reading!

How do you motivate children to read books when they lack the motivation and most importantly, the resources? Instituto Pró-Livro in Brazil came up with a creative idea in order to approach children and stimulate them to read.

Inspired by the International Book Day on April 23, Pro-Book Institute, in partnership with Salles Chemistri, collaborated with well-known Brazilian authors, such as Ana Maria Machado, Benedito Ruy Barbosa, Pedro Bandeira and Ziraldo, in order to turn their stories into kites for the “Stories in the Sky” project.

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Children from impoverished communities are not used to reading books, since most of them don’t have access to them at home. However, they all love flying kites, which inspired the Pro-Book Institute (IPL) to decorate 500 kites with popular stories.

Famous Brazilian writers, cartoonists, painters were more than happy to donate their works for this inspiring campaign that aimed to promote literature and expand the imagination of the younger generation. After all, reading allows imagination to fly and in this case, flying was also literal!

According to their idea, children will read the stories on the kites and then, they will take them to the sky, until the cord gets cut. When it cuts, the story reaches other children that are also introduced to the wonderful world of storytelling. Suddenly the skies of Morro Santa Marta in Rio De Janeiro were filled with 500 kites and children all over the area couldn’t stop smiling.

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Alisson Patrick Cardoso Dias is a 12-year-old boy found the ‘Stories in the Sky’ project “very cool”, adding that: “I usually go to the library to look at books. If I think it looks good, I take it to read.” He was particularly interested in the kite with excerpts from The Nutty Boy. “I think this book might be cool, maybe I’ll read it.”

What’s more, Alicia Victoria, an 8-year-old girl, mentioned: “Generally, I only read the book that the school tells us to read. And I only pick up a book to read when I have nothing to do.”

In a city that counts over 1 million people living in impoverished communities, literature is not always the priority, which makes such initiatives from Instituto Pró-Livro even more important. Creativity that leads to smiling children is always welcome, isn’t it?

Video here:

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Via: Creative Guerrilla Marketing