BabyLove Publicidad impresa Uncomfortable Baby Names Campaign, 1 BWM Dentsu Sydney

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Uncomfortable Baby Names Campaign, 1

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Sector Higiene del bebé
Media Radio
Mercado Australia
Agencia BWM Dentsu Sydney
Creative Group Head Denny Handlin, Jon Foye
Chief Creative Officer Rob Belgiovane
Executive Creative Director Asheen Naidu
Agencia de production Rumble Studios
Publicado enero 2018

Premios

ADFEST 2018
Radio Lotus BROADCAST SUB-CATEGORIES: FAST MOVING CONSUMER GOODS Bronze

Creditos y descripciones

Company Entering : Bwm Dentsu, Sydney
Brand : Babylove
Advertiser : Babylove
Agency : Bwm Dentsu, Sydney
Chief Creative Officer : Rob Belgiovane
Executive Creative Director : Asheen Naidu
Creative Group Head : Denny Handlin/jon Foye
Account Director : Andrew Henderson
Agency Producer : Emma Durlacher
Sound Production Company : Rumble Studios, Sydney
English script :
Babylove ‘legna’ 30” radio sfx: soft piano music vo: uncomfortable baby names… brought to you by babylove nappies. Coochie coochie coo, little baby legna. Your hippie parents thought they were being creative when they named you ‘angel’ backwards. But unfortunately, people don’t speak backwards. So now you sound like an old russian nanny. Or a foot stool from ikea. But fear not, little legna. For no matter how uncomfortable you name, babylove nappies will keep you comfortable. Sfx: music wrap up. End
English context explanation :
In a market dominated by huggies, who are usually rated highest by parents on most attributes, including comfort, our goal was to convey just how comfortable babylove nappies are, in a disruptive way. To do this, we showed comfort without showing a thing, tapping into a cultural insight about the uncomfortable names parents give their children. The idea simply was, that no matter how uncomfortable your name, babylove nappies will keep you comfortable. The humour of our campaign was in stark contrast to the usual saccharine depictions of smiling mums and babies that characterizes most nappy advertising.