Bepanthen: Poosters

Credits & Description:

As all parents know, babies pee and poo all the time, anywhere, and in the most unexpected places. Many places are not the cleanest or safest places to change their diapers.For Bepanthen, the diaper rash cream from Bayer, we turned OOH posters into diaper changers, or "Poosters,"that could be laid on otherwise questionable countertops to create a sanitary space to change your baby.
Pooster dispensers were placed at strategic points around the city of Sao Paulo. Made with anti-allergenic paper and ink, the Poosters featured Instagram-worthy illustrations that, with the babies placed on top, transformed the little ones into baby heroes, baby bees, baby angels, and more.
A simple idea that increased brand experience and gave parents a reliable solution to tackle the unpredictability of dirty diapers.
Media: Outdoor
Category: Health & safety
Client: Bayer
Agency: J. Walter Thompson
Country: Brazil
Chief Creative Officer: Ricardo John
Chief Creative Officer: Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Creative Director: Gustavo de Lacerda
Creative Director: Nacho Mendiola
Art Director: Ricardo Barros
Art Director: Gustavo de Lacerda
Art Director: Erico Braga
Copywriter: Breno Ferreira
Copywriter: Nacho Mendiola
Copywriter: Felipe Ribeiro
Production company: Landia
Director: Del Reginato
Director: Clara & Bia
Illustrator: Estúdio Pum
Photographer: Régis Fernandez
Production Designer: Rodrigo Maia
Account Director: Felipe Giacon
Account Executive: Luana Ferreira
Account Executive: Leonardo Viri
Project Manager: Thiago Segundo
Head Of Media: João Dabbur
Head Of Media: Camila Bertoli
Media: Stella Lopes
Media: Igor Andrade
Media: Juliana Magalhães
Media: Bruno Zaza
Media: Larissa Isabelle
Media: Livia Sakai
Head Of Strategy: Bertrand Cocallemen
Planning: Stella Pirani
Planning: Renato Duo
Head Of Broadcast: Marcia Lacaze
Proadcast Producer: Marisa Toledo
Broadcast Producer: Carolina Florentino
Graphic Producer: Flávio Colella
Executive Producer: Carol Dantas
Executive Producer: Sebastian Hall
Post Production: Marla
Post Production: Landia Brasil
Account Executive: Rafael Passos
Audio/Music Company: Punch Audio
Producer: Mariano Alvarez
Account Executive: Fabiana Gimenez
Designer: Rodrigo Maia
Client Approval: Fábio Caprio, Cristina Hegg, André Mendes, Andrea Guerriero
Published: June 2017
Synopsis:
As all parents know, babies pee and poo all the time, anywhere, and in the most unexpected places. Many places are not the cleanest or safest places to change their diapers.For Bepanthen Baby, the diaper rash cream from Bayer, we turned OOH posters into diaper changers, or “Poosters,” that could be laid on otherwise questionable countertops to create a sanitary space to change your baby. Pooster dispensers were placed at strategic points around the city of São Paulo. Made with anti-allergenic paper and ink, the Poosters featured Instagram-worthy illustrations that, with the babies placed on top, transformed the little ones into baby heroes, baby bees, baby angels, and more. A simple idea that increased brand experience and gave parents a reliable solution to tackle the unpredictability of dirty diapers.