Save their tears - Johnson’s Baby Shampoo
Raising a kid is tough and can be very stressful sometimes. Kids are
unpredictable, and it’s very easy to upset them. It was important to
demonstrate how much Johnson’s Baby understands the struggle of being a
parent and at the same time showcase how the product benefit can make
parenting a bit easier.
The three characters are designed to recall a cartoonish mood, yet full
of details and life. The three ads share the same spirit: colour
palettes, illustration style and context. We focused on their body
language and facials expressions, giving particular attention to the
faces and hands. Clay is the material we chose to shape the three
sculptures. The characteristics and the malleability of the material
allowed us to create a colourful and joyful design for the three
characters, in a context between fantasy and reality. The process was
entrusted to an Italian artist. Every inch of the sculptures was
handmade accordingly to our needs, bringing to life the idea with a
unique and polished style.
The buzz scores (message recall and brand awareness) increased by 165% from the start until end of campaign.
Agency: Impact BBDO, Dubai, UAE
Source: http://adsoftheworld.com/media/print/johnson_johnson_teddy_bear
