Huggies Film, Digital The World's First Marathon for Babies by Ogilvy Johannesburg

Adsarchive » Film , Digital » Huggies » The World's First Marathon for Babies

The World's First Marathon for Babies

Pin to Collection
Add a note
Industry Baby Hygiene
Media Film, Digital, Interactive & Mobile
Market South Africa
Agency Ogilvy Johannesburg
Creative Director Mariana O`kelly, Pete Case, Greg King, Catherine Wanliss
Art Director Suzanne Jenner, Amori Gerber
Copywriter Catherine Wanliss, Steph Van Niekerk
Released September 2017


Loeries Africa Middle East 2018
Film Branded Content Video – Series - Type A Grand Prix
Digital & Interactive Communication Writing - Type B Craft Gold
Digital & Interactive Communication Data Driven Campaign - Type B Campaign Gold
Integrated Campaign Integrated Campaign - Integrated Multimedia Type B Campaign Gold
Digital & Interactive Communication Digital Integrated Campaign - Type B Campaign Silver
Media Innovation Multiple Media Campaign - Type B Campaign Silver
Digital & Interactive Communication Use of Technology - Type B Craft Certificate
Film Writing - Type B Craft Certificate

Credits & Description

Category: House, Garden
Media: Content
Brand: Huggies
Agency: Ogilvy
Geo: South Africa
Advertising Agency: Ogilvy & Mather, Johannesburg, South Africa
Creative Directors: Catherine Wanliss, Mariana O’Kelly, Pete Case, Greg King
Art Directors: Suzanne Jenner, Amori Gerber
Copywriters: Steph van Niekerk, Catherine Wanliss
Director: Matthys Boshoff
Published: September 2017
Turns out babies move around way more than anyone has ever realised. Studies suggest that once babies become mobile, they can cover anywhere between one and seven kilometers in a single day. Huggies® wanted to bring this fact to life and show moms that their moving babies need nappies designed specifically for the job. Think about it. You wouldn’t run a marathon in a pair of jeans, would you? Well, the same principle applies to diapers. And this is the logic that underpins The World’s First Baby Marathon.
Driven by real data collected by specially-designed, wearable distance-tracking devices, the campaign follows four ridiculously cute and decidedly amusing babies, as they crawl and toddle their way through twenty-one adult-length kilometers in the comfort of their own homes. The marathon plays out on the website ( and their progress is packaged as four humorous, and sometimes rather dramatic, online episodes.
The result is a campaign that is part experiment, part product demo, part web series. The result is four babies wobbling bravely where no baby has wobbled before: The World’s First Marathon for Babies. Brought to you by Huggies®. Comfy gear for moving babies.