Popsicle Assists Parents in More Ways Than One with Genius Initiative
Let’s face it, handing a kid a popsicle on a sunny day is like handing yourself an extra load of laundry. To beat Popsicle stains to the punch, VIA created a line of pre-popsicle-stained shirts. Call them stain proof. Call it stain camouflage. The fact is, you can’t stain something that’s already stained.
The campaign lets parents earn a chance to win the pre-stained tees by visiting the website and submitting a joke. The Playzone is a hub of fun activities for kids who have been cooped up during quarantine. It offers virtual recess activities, stick crafts, games, colouring and more.
Due to Covid-19 and production limitations, VIA shot the t-shirt product using some of the agency’s kids as models.
“This is one of the cases that proves that good work comes from observing the world around us rather than browsing endlessly online for references. And working from home, the biggest object from my observation is my kid. One day she walked in eating watermelon, with her clothes completely stained and pretty much handed me the idea" said senior creative, Gabriel Guedelha.
Amos Goss, ECD at Via, added: "Who knows if Gabe would have come up with this awesome idea in the office, versus working from home. All I know is I'm getting one of these shirts for when I eat ribs."
