Huggies Case study TWEET PEE by Ogilvy Sao Paulo

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Industry Baby Hygiene
Media Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Roberto Fernandez, Paco Conde, Roberto Fernandez David
Creative Director Fred Saldanha, Tiago Meloni
Art Director Andre Kirkelis, Renato Rozenberg
Copywriter Hugo Veiga, Rafael Campos
Producer Wagner Gomes, Paula Santana
Photographer Bruno Calls
Account Supervisor Emmanuelle Goethals, Roberta Acerbi, Juliana Frota
Released April 2013


Cannes Lions 2013
Promo and Activation Lions Product & Service; Fast Moving Consumer Goods (not including food) Bronze

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods (not including food)
Advertiser: HUGGIES
Product/Service: BABY DIAPERS

Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Roberto Fernandez/Paco Conde (Ogilvy Brasil)
Creative Director: André Kirkelis/Fred Saldanha (Ogilvy Brasil)
Copywriter: Hugo Veiga/Rafael Campos (Ogilvy Brasil)
Art Director: André Kirkelis/Renato Rozenberg (Ogilvy Brasil)
Creative Technologist: Juscelino Vieira (Ogilvy Brasil)
Photographer: Bruno Calls (Bruno Calls)
Uxd Designer: Fred Celestino (Ogilvy Brasil)
Producer: Wagner Gomes/Paula Santana (Ogilvy Brasil)
Broadcast Producer: Marina Dodi/Roberta Palmari (Ogilvy Brasil)
Animation/Motion: Guilherme Todorov/Tulio Yamamoto (Ogilvy Brasil)
Art Buyer: Nancy Bonani (Ogilvy Brasil)
Account Supervisor: Emmanuelle Goethals/Roberta Acerbi/Juliana Frota (Ogilvy Brasil)
Head Of Client Service: Valeria Barone (Ogilvy Brasil)
Advertiser's Supervisor: Priya Patel/Marcio Buss (Kimberly-Clark Brasil)
Product Producer: Bruno Belcastro (Ogilvy Brasil)
Planner: Bianca Novaes/Katrin Warkentin/João Vicente (Ogilvy Brasil)
Design Director: Edu Garretano (Ogilvy Brasil)
Product Designer: Moisés Richard (Ogilvy Brasil)
Graphic Designer: Carol Santos/Renato Rozenberg (Ogilvy Brasil)

Describe the brief from the client
Huggies wanted let parents know the right time for changing diapers and to shop for more. Although diapers are reliable, they also are an ongoing source of concern and stress. Is it wet? How long the stock will last? Unfortunately babies can't say anything about that. It was about time to someone gives parents a helping hand.

Promotion Development

Huggies TweetPee is a complete system that integrates diapers to parent’s mobiles. It alerts moms when its time to change their baby, allow them check if the baby is changed regularly, help diaper dollars go further by minimizing unnecessary changes, helps to control diapers home supply and prevent new shops.


All moms not only monitored their babies diapers constantly during all day, but they engaged and shopped online constantly asking for more packs of diapers. Less worried parents are the immediate impact. TweetPee has brought a better usage for every single diaper and allowed immediate activation through the app. When the parents needed new diapers, they got it in the right time.The experience has been spread on TweetPee's website, creating a big amount of interest and awarness.
Huggies is showing that innovation can go beyond comfort and absorption. Who knows, maybe one day every diaper can be like this.

Relevancy to Product/Service

A made-to-fit-babies crafted sensor attached to the diaper identifies humidity. Parents, following the diaper profile in their mobiles are notified immediately and get known in real time when the baby is peeing and needs to change or not. TweetPee integrated app allows parents to monitoring when it's time for change diapers, organize supply and order more diapers online.