Huggies designs a special distance-tracking device and promotes nappies for moving babies with a real-time 21km baby marathon. 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. The result is a campaign that is part experiment, part product demo, part web series. Agency: Ogilvy & Mather, Johannesburg
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