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Wildfire

Campaign
Agency Network: 
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.

Print advertisement created by Ogilvy, South Korea for GoodNites, within the category: House, Garden.

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
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icyheart81's picture

Lovely!

icyheart81
Activity Score 50
Copywriter
mikeelrapido's picture

Great!

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

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jackmancer2017's picture

What a genius way to illustrate this matter.

jackmancer2017
john doe's picture

verrrry nice!

john doe
Activity Score 1571
Art Director
shortafella's picture

very nice ads. bravos

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

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Marlus Lau's picture

Great illustration, hats off.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
michdec's picture

Adorable, good job.

michdec
Activity Score 440
silvi's picture

Just to the point.

silvi
Activity Score 4172
Copywriter
patUDAY's picture

Good expression. Good illustration.

patUDAY
Activity Score 436
Creative Director at Salt Solutions |

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DeColorSerio's picture

nice illustration

DeColorSerio
Activity Score 15
Art Director
sandhya rao's picture

:)

sandhya rao
Activity Score 217
india
ricklongo's picture

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.

ricklongo
Activity Score 1244
WillyLatasa's picture

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

WillyLatasa
Activity Score 616
Art Director at Sinus.la |

"Bright ideas bring better results"

bknowlden's picture

Crazy-good illustrations.

bknowlden
Activity Score 3647
Art Director |

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brandon

www.brandonknowlden.com

brandingworthspreading's picture

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

brandingworthsp...
Activity Score 648
Copywriter at brandingworthspreading.com |

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zerocool's picture

the fire has an angry face.

zerocool
Activity Score 455
shahidali's picture

love the brief more than the work.

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

ek kanya's picture

bravo. good illustration style too!

ek kanya
Activity Score 814

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

raghavendra's picture

freedom to pee

raghavendra
Activity Score 232
Copywriter
miko1aj's picture

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

miko1aj
Activity Score 3086
elnietodeNicho's picture

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

elnietodeNicho
Activity Score 361
Copywriter at euro rscg beker
nimshady's picture

Agree. Beautiful work.

nimshady
Activity Score 57
rolling.stone's picture

cool & funny illustration

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

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Wordnerd's picture

awww, that cute. straight to the mothers heart

Wordnerd
Activity Score 6692
Copywriter
Holly Boy's picture

funny :)

Holly Boy
Activity Score 42
arroz y asado's picture

really nice campaign!

arroz y asado
Activity Score 21
Art Director at Underground + UADE
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