How do you get a 3-year-old in Singapore to shoot a film? Simple: you accept they’re wildcards with zero cinematic expertise—and embrace it.
That was the challenge we faced when creating this campaign for Enfagrow toddler formula.
In Southeast Asia, Enfagrow has long been a leader in infant nutrition, supporting brain development in young children. This edge is vital in a market where parents hold high expectations for their children’s academic achievements. But with competitors now touting similar claims, how could Enfagrow maintain its position without alienating the region's ‘Tiger Moms,’ who demand nothing but the best for their kids?
The breakthrough came when we redefined what “learning” means for toddlers. It’s not just about academics; every waking moment is an opportunity for growth. Whether it’s playtime or exploration, valuable learning happens outside the classroom too.
To illustrate this, we didn’t just reposition Enfagrow; we repositioned play itself. Play isn’t just about fun—it’s essential for cognitive, physical, and emotional development. Our campaign showed moms the world through their child’s eyes, highlighting how even the smallest moments can foster growth.
The campaign struck a powerful chord. Within days, the film and accompanying tutorials encouraging active play garnered over 100,000 views—an impressive feat in a country like Singapore, with a population of just 5.5 million.
We also introduced the "Little Pioneer" label as a badge of honor for toddlers who explore the world beyond iPads and textbooks. While helping brands boost sales is rewarding, making a meaningful impact on people’s lives is even more fulfilling.
This campaign was developed in collaboration with creative Adam Fierman.
One of many tutorials for toddlers and their moms.