Creativity

Huggies Puts a Tracking Device on Diapers for a 'Baby Marathon'

South African Campaign Promotes Brand as 'Comfy Gear for Moving Babies'

By Alexandra Jardine. Published on Sep 26, 2017

Editor's Pick

According to Huggies, studies suggest that once babies become mobile, they can cover anywhere up to seven kilometers, or about 4.3 miles, in a single day.

The Kimberly-Clark is brand using this surprising statistic as the basis for a funny online campaign titled the "World's First Baby Marathon," promoting its diapers as the choice for mobile babies.

The campaign, created by Ogilvy, follows four babies whose diapers have been fitted with tracking devices, as they complete a 21km assault course around their homes. The babies are given amusing names like "Thunder Pants" and "Danger Boy" and their progress is edited into webisodes with names like "Hitting the Wall," with narration that parodies real-life sports commentary. (You can watch all the episodes at the campaign website.)

It's certainly a cute idea, and also gets across the product message that Huggies produces "comfy gear for moving babies."

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About

Credits

Date
Sep 26, 2017
Agency:
Ogilvy South Africa
Chief Creative Officer:
Pete Case
Client:
Huggies
Executive Creative Director:
Mariana O'Kelly
Creative Director:
Catherine Wanliss
Digital Creative Director:
Gregory King
Copywriter:
Catherine Wanliss
Copywriter:
Stephanie van Niekerk
Copywriter:
Antoinette Fourie
Art Director:
Suzanne Jenner
Art Director:
Chantelle dos Santos
Art Director:
Jade Amic
Designer:
Amori Gerber
Designer:
Elzanri Kirsten
Account Manager:
Tanya Taylor
Account Manager:
Ane Wolmarans
Account Manager:
Nadine Mohammed
Account Manager:
Candice Shortt
Agency Producer:
Debbie Dannheisser
Production Company:
Star Films
Director:
Matthys Boshoff
Editor:
James O'Sullivan

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