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Sweety Silver Pants: Breaking News
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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 parents 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.
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