Huggies designs a special distance-tracking device and promotes nappies for moving babies with a real-time 21km baby marathon
Turns out babies move around way more than anyone has ever realised. Studies suggest that once babies become mobile, they can cover anywhere between one and seven kilometers in a single day. Huggies® wanted to bring this fact to life and show moms that their moving babies need nappies designed specifically for the job. Think about it. You wouldn’t run a marathon in a pair of jeans, would you? Well, the same principle applies to diapers. And this is the logic that underpins The World’s First Baby Marathon.
Driven by real data collected by specially-designed, wearable distance-tracking devices, the campaign follows four ridiculously cute and decidedly amusing babies, as they crawl and toddle their way through twenty-one adult-length kilometers in the comfort of their own homes. The marathon plays out on the website (babymarathon.co.za) and their progress is packaged as four humorous, and sometimes rather dramatic, online episodes.
The result is a campaign that is part experiment, part product demo, part web series. The result is four babies wobbling bravely where no baby has wobbled before: The World’s First Baby Marathon. Brought to you by Huggies®. Comfy gear for moving babies.
Media: Web Film
Category: Other
URL: http://www.babymarathon.co.za
Client: Kimberly Clark
Agency: Ogilvy & Mather Johannesburg
Production: Star Films
Country: South Africa
Director: Matthys Boshoff
Chief Creative Officer: Pete Case
Executive Creative Director: Maraiana O'Kelly
Creative Director: Gregory King
Copywriter: steph van niekerk
Copywriter: Antoinette Fourie Johnson
Art Director: Suzanne Jenner
Creative Director/ writer: Catherine Wanliss
Producer: Adam Thal
DoP: Tom Marrais
Agency Executive Producer: Debbie Dannheisser
Editor: James O'Sullivan
Designer: Amori Gerber
Designer: Elzanri Kirsten