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Wildfire

Agency: 
Published/Aired: 
October 2009
Description: 

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

Comments (26)

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Highest Rated

arroz y asado's picture
arroz y asado
Activity Score 21

really nice campaign!

icyheart81's picture
icyheart81
Activity Score 50

Lovely!

mikeelrapido's picture
mikeelrapido
Activity Score 1929

Great!

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Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

What a genius way to illustrate this matter.

john doe's picture
john doe
Activity Score 1571

verrrry nice!

shortafella's picture
shortafella
Activity Score 1063

very nice ads. bravos

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Great illustration, hats off.

michdec's picture
michdec
Activity Score 440

Adorable, good job.

silvi's picture
silvi
Activity Score 4172

Just to the point.

patUDAY's picture
patUDAY
Activity Score 436

Good expression. Good illustration.

UDAYpatwardhan@+91 22 98206 54722

DeColorSerio's picture
DeColorSerio
Activity Score 15

nice illustration

sandhya rao's picture
sandhya rao
Activity Score 217

:)

ricklongo's picture
ricklongo
Activity Score 1244

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
Activity Score 616

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

"Bright ideas bring better results"

bknowlden's picture
bknowlden
Activity Score 3647

Crazy-good illustrations.

brandingworthspreading's picture
brandingworthsp...
Activity Score 648

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

zerocool's picture
zerocool
Activity Score 455

the fire has an angry face.

shahidali's picture
shahidali
Activity Score 4069

love the brief more than the work.

shahid

ek kanya's picture
ek kanya
Activity Score 814

bravo. good illustration style too!

am an advertising junkie | read my flog at http://www.desicreative.com/forum

raghavendra's picture
raghavendra
Activity Score 232

freedom to pee

miko1aj's picture
miko1aj
Activity Score 3086

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
Activity Score 360

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

nimshady's picture
nimshady
Activity Score 57

Agree. Beautiful work.

rolling.stone's picture
rolling.stone
Activity Score 2741

cool & funny illustration

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~ Quite obviously, I have gathered no moss ! ~

Wordnerd's picture
Wordnerd
Activity Score 6692

awww, that cute. straight to the mothers heart

Holly Boy's picture
Holly Boy
Activity Score 42

funny :)

arroz y asado's picture
arroz y asado
Activity Score 21

really nice campaign!

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