WALL SOCKET LAMP by Borghi/Lowe Sao Paulo for Johnson's Baby

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WALL SOCKET LAMP

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Industry Skin Care, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Borghi/Lowe Sao Paulo
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Fernanda Salloum
Copywriter Myla Verzola
Released March 2010

Credits & Description

Category: Self Promotion
Advertiser: JOHNSON & JOHNSON
Product/Service: JOHNSON’S BABY RANGE
Agency: BORGHIERH/LOWE
Date of First Appearance: Mar 25 2010 12:00AM
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Executive Creative Director: José Henrique Borghi (BORGHIERH/LOWE)
Executive Creative Director: Erh Ray (BORGHIERH/LOWE)
Creative Director: Fernando Nobre (BORGHIERH/LOWE)
Copywriter: Myla Verzola (BORGHIERH/LOWE)
Art Director: Fernanda Salloum (BORGHIERH/LOWE)
Account Manager: Priscilla Carvalho (BORGHIERH/LOWE)
Head of Planning: Gabriela Soares (BORGHIERH/LOWE)
Media placement: Direct Mailing - 1200 Mailings Distributed To Pediatricians - 25/03/2010

Describe the challenges and key objectives
Since the pediatricians already knew the line and its differentials, an alternative approach to catch their attention and make them more amenable was employed. We did not need to promote the differentials of the product but rather to find a way of it having a reminding presence in these doctors’ daily routine.

Describe the brief from the client
To produce a specific action together with partner pediatricians to remind them of the Bed Time line and its differential so they would recommend.

Describe how you arrived at the final design
The Bed Time Line has a fragrance which releases relaxing aromas. Its main differential is to help calm babies and make them sleep better. What else calms these babies? A soft, indirect light which transmits the sensation of protection while helping the baby relax. We developed a piece reflecting the attributes of the line while retaining the design of one of its products which could be present in a useful and nice way in the doctor’s daily routine.

Give some indication of how successful the outcome was in the market
Pediatricians receiving the lamps had them plugged in at their offices, creating a soothing and pleasant atmosphere for the babies. Besides serving as a daily reminder of the line, leading to it being recommended more frequently, its calming function became clearer to mothers taking their babies to appointments. In fact many mothers inquired where they could get one to put in their baby’s bedroom at bed time, according to the feedback given by doctors to Johnson’s.