A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
K-02-25. My first jeans
| Agency | BART&FINK |
| Creative head | Oleg Tomin |
| Author of idea | Oleg Tomin |
| Product | Huggies Diapers |
| Description | Huggies Jeans diapers are limited edition diapers with denim designs that make them look as a jeans for babies. The challenge was to capture parents’ attention to new summer product and make them realise that with Huggies Jeans their babies would look great even wearing only diapers. The idea was to make an unusual for the category approach - advertise diapers not as «sweet baby product» but as a modern denim brand. We understood that real creative diapers need real creative approach. So the first print was archetypical denim ad where we saw adorable baby-mucho in Nevada desert near his red muscle car. Then we decided to go further and to make a even more direct parallel between denim brands and Huggies Jeans. There were outdoor Gap image campaign with stylish couple in denim. We replicated this image completely but replaced the couple with cute baby-boy and baby-girl in Huggies Jeans and placed it near by all around the city. As a result Huggies market share grew from 24,4 in April to 37,3 in August 2012 while key competitor Pampers lost 20% for the same period. Generally Huggies was the only diapers brand that showed essential growth in 2012. |
| Team members | Creative Director - Oleg Tomin Account Director - Polina Prosviriakova Art Director - Vitaliy Sidorov, Marina Gannotskaya Designer - Petr Didenko |
| Media type | outdoor |
