Huggies Ambient DAD'S PREGNANT TOO [Video], 1 by Ogilvy & Mather Buenos Aires

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DAD'S PREGNANT TOO [Video], 1

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Industry Baby Hygiene
Media Ambient
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Creative Director Juan Pablo Carrizo, Patricio Garcia Elfi
Art Director Bruno Franchino
Copywriter Horacio Sormani
Producer Valeria Pinto, Viviana Simone
Photographer Diego Rovaldo, Martín Levi
Account Supervisor Constanza Archain
Released June 2013

Awards

Cannes Lions, 2014
PR LIONS Practices & Specialisms: Events & Experiential (incl. stunts) BRONZE
PR LIONS Sectors: Healthcare & Wellbeing BRONZE

Credits & Description

Type of entry: Ambient
Category: Stunts & Live Advertising
Advertiser: KIMBERLY CLARK
Product/Service: HUGGIES
Agency: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Chief Creative Officer: Javier Mentasti/Maximiliano Maddalena
Executive Creative Director: Javier Mentasti/Maximiliano Maddalena
Creative Director: Patricio Elfi/Juan Pablo Carrizo
Copywriter: Horacio Sormani
Art Director: Bruno Franchino
Photographer: Diego Rovaldo/Martín Levi
Account Supervisor: Constanza Archain
Producer: Valeria Pinto/Viviana Simone
Account Manager: Luciana Dau
Description of Ambient execution
We offered the live experience to those pregnant couples who arrived to the clinic for an echogram or for a date with the doctor. The idea was born from a very underappreciated observation: only moms can feel their baby in her bellies. We thought: Why not compensate fathers and replicate the baby’s movements and kicks in the dad’s belly? So we did: we developed belts that replicates in real time the movements and the baby’s kicks, from the mom’s belly, to the dad’s belly.