Works » Huggies

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Industry Baby Hygiene
Media Print, Magazine & Newspaper
Market South Korea
Agency Ogilvy & Mather Seoul
Released January 2010


Spikes Asia 2010
Outdoor - Shortlist

Credits & Description

Brief: Bed wetting can be an embarrassing experience for young kids. Now with Huggies Good-Nites, kids can live out their nighttime bathroom dreams worry-free.

Solution: Existing ads for safety pants show bed wetting in a negative light. Blocking accidents becomes the main message. Children must not feel scolded while learning to stop nighttime accidents. Our campaign shows going to the bathroom positively, encouraging parents to alter their stereotypes.

Advertising Agency: Diamond Ogilvy, Seoul, Korea
Executive Creative Director: Wain Choi
Creative Director: Jaehyuk Jang
Art Directors: Changyun Baek, Hyoyeon Kim, Ann Kidder
Copywriters: Hoyoung Kim, Kyungsic Park
Illustrator: Ilsung Na

The Print Ad titled Huggies Good-Nites: Sea was done by Ogilvy & Mather Seoul advertising agency for product: Huggies Nappies (brand: Huggies) in South Korea. It was released in Jan 2010.