Babies Go Pro [video] by McCann Tel Aviv for Huggies

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Babies Go Pro [video]

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Industry Baby Hygiene, Business equipment & services, Corporate Image
Media Case study
Market Israel
Agency McCann Tel Aviv
Creative Director Ami Alush
Art Director Nir Hersztadt
Copywriter Tal Schweiger
Released August 2012

Credits & Description

Advertiser: HUGGIES
Agency: McCANN DIGITAL
Category: Fast Moving Consumer Goods (not including food)
Creative Director: Ami Alush (McCann Digital)
Vice President Creative: Nir Refuah (McCann Digital)
Copywriter: Tal Schweiger (McCann Digital)
Art Director: Nir Hersztadt (McCann Digital)
Relevancy
The freedom plus diaper is a flexible diaper which allows babies to move freely. We took this feature to the extreme, making the babies look like pro athletes. With the help of a professional commentator - Zoheir Bahalul - the plain, usually slow-paced baby videos, became highlight reels of baby athletes.
Outcome
Hundreds of parents uploaded videos of their babies and received personal commentary for the video. Most of them shared their video on Facebook, reaching other parents as well. In total, more than 50,000 unique viewers watched the videos. Product-wise, Freedom+ enjoyed the best diaper launch in Israel in the past 5 years, far surpassing Pampers' diapers.
Client Brief Or Objective
Our challenge was to promote Huggies' new diaper, Freedom+, during the 2012 Olympic games. As you remember, the main sponsors for the Olympic games were our direct competition - Pampers. Our goal was to overcome our budget inferiority and convince mums across the country to purchase Huggies Freedom+ diapers.
Implementation
We focused on the insight that parents love to showcase videos of their babies and created a campaign with Zoheir Bahalul, Israel's Olympic commentator for almost 2 decades who is known for his extensive vocabulary and heartfelt broadcasts. Parents were invited to upload a video of their baby performing an athletic move. Then, Mr. Bahalul recorded a professional commentary for each video and the video was posted on the parents' Facebook walls.