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BBDO Indonesia and BBDO Guerrero Philippines have joined forces with Sweety on this campaign for Sweety Silver Pants. Inspired by Indonesian myths, the campaign illustrates how … read moreparents need to change their baby’s diaper regularly if they want to prevent monster tantrums.
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.
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.
read less...BBDO Guerrero
Creative Services Director: Al Salvador
Print Producer: Zeth Pascual
Head of Final Art Studio: Manny Vailoces
Senior Account Manager: Lucelle Zuniga
Senior Account Manager: Regie Ucang
Marketing Assistant: Meda Cruz
BBDO Indonesia / BBDO Greater China
FA Artist: Sugiono (Print), Soeyatno (Print)
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
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
*The radio campaign was produced in Network BBDO South Africa’s studio, this campaign was a real team effort from the network and its partners from different corners of the world all collaborating for the significant Asian brand, Sweety.
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