Milo: The Winner's Podium

Ogilvy & Mather Malaysia has created a social experiment for MILO that looks at why children have a desire to be No.1. Is it that they lack the patience and determination to push through challenges and setbacks? Or is it our own unrealistic expectations as parents that ultimately set our children up for failure? With these questions in mind, Ogilvy created the MILO Social Experiment. Ogilvy invited children aged 7-12 to stand up anywhere on a winners' podium. Through this simple action, they manage to uncover real truths behind a child's motivations. 81% spontaneously opted for the #1 spot. When asked why, they cited reasons from mothers giving them big hugs and kisses to threats of scoldings.