GoodNites: Wildfire

Brief: Bed wetting can be an embarrassing experience for young kids. Now with Huggies Good-Nites, kids can live out their nighttime bathroom dreams worry-free.

Solution: Existing ads for safety pants show bed wetting in a negative light. Blocking accidents becomes the main message. Children must not feel scolded while learning to stop nighttime accidents. Our campaign shows going to the bathroom positively, encouraging parents to alter their stereotypes.

Advertising Agency: Diamond Ogilvy, Seoul, Korea
Executive Creative Director: Wain Choi
Creative Director: Jaehyuk Jang
Art Directors: Changyun Baek, Hyoyeon Kim, Ann Kidder
Copywriters: Hoyoung Kim, Kyungsic Park
Illustrator: Ilsung Na
Published: October 2009

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26 comments

icyheart81's picture
icyheart81
50 pencils

Lovely!

mikeelrapido's picture
mikeelrapido
1929 pencils

Great!

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Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

What a genius way to illustrate this matter.

john doe's picture
john doe
1571 pencils

verrrry nice!

shortafella's picture
shortafella
1055 pencils

very nice ads. bravos

Marlus Lau's picture
Marlus Lau
1806 pencils

Great illustration, hats off.

michdec's picture
michdec
440 pencils

Adorable, good job.

silvi's picture
silvi
4172 pencils

Just to the point.

patUDAY's picture
patUDAY
436 pencils

Good expression. Good illustration.

UDAYpatwardhan@+91 22 98206 54722

DeColorSerio's picture
DeColorSerio
15 pencils

nice illustration

sandhya rao's picture
sandhya rao
217 pencils

:)

ricklongo's picture
ricklongo
1244 pencils

The idea is nice, but I just feel like there's something missing. I wasn't able to get the "bedwetting shouldn't be embarrassing" vibe without the explanation below the ad.

WillyLatasa's picture
WillyLatasa
616 pencils

Man, this are great!!! Love the illustrations!!!

"Bright ideas bring better results"

bknowlden's picture
bknowlden
3647 pencils

Crazy-good illustrations.

brandingworthspreading's picture
brandingworthsp...
648 pencils

It relates to the target (mother) by speaking the child's language. Lovely!

zerocool's picture
zerocool
455 pencils

the fire has an angry face.

shahidali's picture
shahidali
4063 pencils

love the brief more than the work.

shahid

ek kanya's picture
ek kanya
814 pencils

bravo. good illustration style too!

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raghavendra's picture
raghavendra
232 pencils

freedom to pee

miko1aj's picture
miko1aj
3097 pencils

I'd like to join to this chorus of oh's and ah's. This campaign is just great. Chapeau bas.

elnietodeNicho's picture
elnietodeNicho
360 pencils

Diamond Ogilvy, I really, really like the strategy behind this.
Nice approach, execution, idea, concept. Congratulations!!

nimshady's picture
nimshady
57 pencils

Agree. Beautiful work.

rolling.stone's picture
rolling.stone
2740 pencils

cool & funny illustration

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Wordnerd's picture
Wordnerd
6662 pencils

awww, that cute. straight to the mothers heart

Holly Boy's picture
Holly Boy
42 pencils

funny :)

arroz y asado's picture
arroz y asado
21 pencils

really nice campaign!

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