Change and personal evolvement through play
When the distractions from the world around us increase, our need of finding time to relax and unwind also escalates. Next to that, the 2018 research of NOC NSF showed that on average, children are sitting for 10.5 hours a day, which stagnates their development. Kaufland decided to address this increasing consumer desire with a big Star Wars campaign, which included games and exercises for the whole family. With the first movie release in 1977 and new movie releases coming up, Star Wars spans generations. Play can enhance bonds which helps people to become closer. It’s only through play that we’re able to experiment, break boundaries of what’s normal and change and evolve ourselves. Star Wars is about empowerment, inspiring of courage, self-discovery and sense of family. There’s no other winning formula that captures timeless storytelling about good versus evil set in an imaginary galaxy far, far away, as Star Wars does.