Agency: Droga5
Client: Huggies
Creative Directors: Stacey Smith & Melisa Chamorro
Art Director: Jasper Yu
Copywriter: Danielle Gasbarro
Awards:
2021 BRONZE LION : Film Craft
2021 GRAPHITE PENCIL D&AD: Brand Voice
2021 BRONZE PENCIL ONE SHOW: Film
2021 MERIT ONE SHOW: Branding
2021 MERIT ONE SHOW: Writing
2021 SHORTLIST ART DIRECTORS CLUB
2021 SHORTLIST CLIO: Film Craft Editing
2021 SILVER CLIO: Film Craft Direction
In 2021, we rebranded the iconic Huggies brand with a completely new look and voice.
To launch the platform, we stepped out to advertising biggest stage with a feat no brand had ever done before - we put babies actually born on Super Bowl Sunday in our Super Bowl commercial.
Yes those were real babies.
We partnered with hospitals around the world to get photos of these newborns on the day of SuperBowl. Then we cut, color, and edited them into the spot just hours before it aired.
Then during the big game, we live tweeted to every baby that was born that day. This welcomed the new babies to the world, but also the new brand identity as well.
We even responded directly to the game and brands in our new voice.
Everybody loved our new voice. (And the cute babies.)
The new visual identity of Huggies helped create a framework for all future assets in TV, social, OOH, and digital.
