One Show

This campaign revolves around the fundamental idea that childhood memories are the building blocks of our adult personalities, shaping who we become as individuals. The experience of direct, tangible moments—whether it's playing outside, interacting with others, or discovering the world firsthand—creates lasting memories that resonate throughout our lives. These are the memories that stick with us forever and form the core of our identity.

On the other hand, in today’s digital age, kids spend an increasing amount of time on screens—whether it's watching videos, playing video games, or interacting with social media. While these digital experiences may offer instant gratification, the memories that emerge from them tend to be fleeting and often lack the depth and lasting impact of experiences rooted in physical reality.