Johnson & Johnson Philippines revives a once favorite pastime among kids made unbearable thanks to today’s scorching climate by opening the world’s first shadow playground.
The brand did away with the typical slides, sea-saws and swings for special disks that were positioned under the sun to cast shadows.
Each of the five disks of Johnson's Baby Active Fresh Shadow Playground represent a game kids can play, ranging from "Maze" that teaches children strategy, "Froggy Jump" for concentration, "Hopscotch" for coordination, “Snakes and Ladders" for teamwork and “Flamingo” for balance.
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Children has a natural fascination for shadows, says Cristina Tin Sanchez, executive creative Director of BBDO Guerrero, which was the agency behind the playground’s design. Sanchez said that kids stuck indoors to avoid the sun are missing out a lot.
“Shadows behave in a unique way, as if they have a life of their own. They could help children understand the world around them and even themselves.”
But because children play outdoors less these days, they sometimes miss out on exploring this phenomenon. So we designed the Johnson’s Baby Active Fresh Shadow Playground to help create these important moments of discovery," she adds.
Attended by mom bloggers and media, the playground also introduced Johnson & Johnson’s new line of baby powder under Johnson's Baby Active Fresh “developed to allow children more fun time under the sun.”