Johnson's Baby Film, Digital, Case study Play Street by BBDO Guerrero Makati City

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Play Street

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Industry Mobile applications
Media Film, Digital, Interactive & Mobile, Case study
Market Philippines
Agency BBDO Guerrero Makati City
Associate Creative Director Nico Zapanta
Executive Creative Director Federico Fanti
Creative Director David Guerrero, Liz Castaneda, Rachel Yulo
Art Director Federico Fanti, Michelle Co, Bern Cordora
Copywriter David Guerrero, Frances Cabatuando
Production Flare
Released June 2018

Credits & Description

Alternative title: Playstreet
Media: Interactive
Category: Public interest
Brand: Johnson's Baby / Google Maps
Agency: BBDO Guerrero
Production: Flare Manila
Country: Philippines
Creative Chairman: David Guerrero
Executive Creative Director: Federico Fanti
Copywriter: Frances Cabatuando
Copywriter: David Guerrero
Art Director: Michelle Co
Art Director: Federico Fanti
Art Director: Bern Cordora
Creative Director/ writer: Rachel Yulo
Creative Director/ writer: Liz Castañeda
Assoc Creative Director: Nico Zapanta
Designers: Gab Garcia, Franco Villaflor
Freelance Illustrator: Jano Gonzales
Head of Digital: Roshan Nandwani
Innovations Director: Anna Bigornia
Digital Experience Manager: Oleg de Leon
Digital Trainee: Marcus Ramos
Head of Integrated Production: David Wright
Editors: Myles Capareda, Rutherford Celino, Natalia Burgos
In The Philippines over 35,000 children become victims of road accidents every year, mainly from playing on the streets. Johnson's Baby has been advocating the importance of outdoor play in a child's holistic development for many years. So BBDO Guerrero and Johnson's Baby co-created Playstreet, a campaign that urges drivers to slow down and drive more safely on streets where children play. Parents were invited to sign up their kids' playstreets to be marked on Google Maps and Street View with monsters that are inspired by children's drawings. This campaign was also supported by social media ads, PR coverage, and on-ground events. Most importantly, data gathered from this campaign was sent to local government officials and GPS app makers to appeal for more street signs and alerts.