Change their diaper before it changes them
Sweety
Issue 61 | February 2022
Agency
BBDO Guerrero & BBDO Indonesia
Creative Team
BBDO Guerrero Creative Chairman: David Guerrero Executive Creative Director: Federico Fanti Creative Directors: Ali Silao, Emman Carandang, Jamie Que Creative Services Director: Al Salvador Head of Final Art Studio: Manny Vailoces BBDO Indonesia / BBDO Greater China Executive Creative Director : Syeda Ayesha Ikram Writer, CCO: Aricio Fortes Chairman & CCO: Leong Wai Foong Group Creative Director: Mukund Olety Creative Director: Moksa Jiwadana Art Director: Meilina Lim (Print) Copywriter: Beda Pandutama (Print), Danif Pradana (Radio) FA Artist: Sugiono (Print), Soeyatno (Print)
Production Team
Print Producer: Zeth Pascual Senior Producer: Devithia Marpaung (Radio), Fikri Damis (Radio), Irma Rahmawaty (Print) Producer: Siti Syarah Reyma (Print, Audio & Placement) Radio Works Audio production & English VO Take: Network BBDO, South Africa Sound Engineer: Greg Canning Integrated Producer: Caroline Switala (Network BBDO, South Africa*) Bahasa VO Take: Cut2Cut, Jakarta Indonesia
Other Credits
Senior Account Manager: Lucelle Zuniga Senior Account Manager: Regie Ucang Marketing Assistant: Meda Cruz Head of Strategy & Business: Ezra Nathanael Associate Account Director: Ismaniar Kurniasih Account Manager: Hatiti Alfianti Account Executive: Hafizh Baihaki Senior Marcom Director: Aviani Primasari Senior Marcom Executive: Natalia P Handayani Marcom Executive: Tiara Jasmine Media Relation Manager: Katrina Hutagaol Executive Assistant: Dian Kameswari Managing Director: Talha Bin Hisaam Third Parties Print Works Photographer: Illusion CGI Studio Illustrator: Illusion CGI Studio Production Company: Illusion CGI Studio
Date
April 2021
Background
There are still many parents in Indonesia who believe in myths and superstitions. And there is a belief that if your baby cries continuously, a monster might be trying to steal it away. But more likely, the crying is caused by a full diaper. Based on research conducted by Sweety, 80% of diaper rash is from prolonged exposure to moist diapers, resulting in skin problems such as irritation, infection, itching and redness.
Idea
Inspired by local myths, Sweety worked with BBDO Indonesia and BBDO Guerrero, with the counsel of BBDO Asia Creative Council, to launch a print advertising series that explains how not changing a diaper on time can transform even the cutest baby into a grouchy little monster. Each monster baby is patterned after a creature from Indonesian folklore: The Leyak, the Genderuwo, and the Buto Ijo.
The visual for this campaign initiative is strengthened by the copy “Ganti Sebelum Menghantui” which translates to “Change their diaper before it changes them.” This emphasizes the importance of using a quality diaper, checking the diaper routinely, and immediately changing it without waiting for the diaper to be full.
BBDO Greater China also developed a radio campaign with the same goal, to encourage parents to check their baby’s diapers regularly. The radio spots create anticipation, mimicking the arrival of something extraordinary, like man landing on the moon and a royal entrance. However, at the end of the build-up, comes a twist: the only thing arriving is a baby’s poop. The messaging is clear, they won’t make an announcement, so check your baby’s diaper frequently to avoid diaper rash.
Results
No results yet.
When asked about the print campaign, Wenny Damayanti - Head of Marketing Baby Care, Kimberly-Clark Softex said, ‘Many Indonesian parents believe their babies are crying because they're being disturbed by a mystical creature, despite the fact that the baby is crying nonstop due to a full diaper. We also understand that a full diaper can cause skin issues to the baby, such as rashes, irritation, infection, and itching, which makes them uncomfortable. Therefore, Sweety in collaboration with BBDO launched an innovative campaign in the form of a print advertisement that illustrates how changing a diaper late, can turn your little one into a "haunting" figure for parents, therefore it is better to check your baby’s diaper condition regularly.”