GoodNites Underwear: Cloud
New GoodNites Underwear are a dream come true.
Now with cooler graphics, a quieter, a softer fabric, and a more comfortable feel, new GoodNites underwear are nothing short of a dream come true. Try them. With all those improvements everyone can sleep a little easier.
GoodNites lighten the night.
Hugh Kretschmer created a campaign for JWT/NY client Kimberly-Clark's GoodNites brand which recently launched in national pubs. The images, aimed at bringing the magic back into bedtime for older-aged bed-wetters and their parents, utilize Kretschmer's unique, bird's-eye-view in-camera technique and a plethora of handmade props he helped design to create dreamlike scenes where the kid is the hero.
Advertising Agency: JWT New York, NY USA
Creative Director: Richie Glickman
Art Director: David Suarez
Copywriter: Danny Gonzalez
Photographer: Hugh Kretschmer
Art Buyer: Sara Clark
Published: July 2010