Brief: Today’s kids are the least active kids in history. Our brief was to remind parents of this fact and spark an online debate (in the hope that they’d encourage their kids to put down their iPads, get up off the couch and go outside and play more).

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Concept: #KidsToday launched with the longest live stream in Facebook history - all 23 hours of it depicted a kid doing what kids today to best, absolutely nothing, well apart from sleeping, gaming, checking in on social and hover-boarding their way to and from the kitchen. The campaign ignited a fierce debate online and achieved unprecedented results in just one day - 8 million unique interactions (making it the most successful online campaign in OMO’s history).