The World's First Baby Marathon
Huggies (Kimberly-Clark South Africa)
Issue 45 | December 2017
Agency
Ogilvy & Mather Johannesburg
Creative Team
Chief Creative Officer: Pete Case Executive Creative Director: Mariana O’Kelly Creative Director: Catherine Wanliss Digital Creative Director: Gregory King Copywriters: Catherine Wanliss, Stephanie van Niekerk, Antoinette Fourie Art Director: Suzanne Jenner, Chantelle dos Santos, Jade Amic Designer: Amorí Gerber, Elzanri Kirsten, Kiara Pandaram Digital Copywriter: Pierre du Plessis, Corli de Kock
Production Team
Digital Project Manager: Nicholas Bastiaanse Account Management Team: Tanya Taylor, Anè Wolmarans, Nadine Mohammed, Candice Shortt, Lauren McInnes Agency Producer: Debbie Dannheisser Traffic: Refilwe Mashatole Production Company: The Star Film Company Director: Matthys Boshoff Editor: James O’Sullivan Sound: Louis Enslin, Theo Potgieter Animation: Masters & Savant Tech Development: Brand Foundry Social Media: Creative Spark PR: Sabio Communications Media: MEC
Other Credits
Client: Morné van Emmenes, John Clark (Huggies® South Africa)
Date
September 2017
Background
Turns out babies move around way more than anyone has ever realised. Studies suggest that once babies become mobile, they can cover up to 4.2km in a single day. Huggies® wanted to bring this fact to life and show parents 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. This is the logic that underpinned The World’s First Baby Marathon.
Idea
Driven by data collected by specially-designed, wearable distance-tracking devices, the campaign followed four ridiculously cute and decidedly amusing babies, as they crawled and toddled their way through twenty-one adult-length kilometers in the comfort of their own homes. The marathon played out in real time on the website (babymarathon.co.za) and their progress was packaged as four humorous, and sometimes rather dramatic, online episodes. The result was a campaign that was part experiment, part product demo, part web series. The result was 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. www.babymarathon.co.za #HuggiesBaby Marathon
Results
No results available yet as the campaign only recently launched. However, to date, there has been extremely positive consumer, media and industry feedback.