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  • SUB CATEGORY :
    FAST MOVING CONSUMER GOODS
  • COMPANY ENTERING :
    BWM DENTSU, SYDNEY
  • TITLE :
    UNCOMFORTABLE BABY NAMES CAMPAIGN
  • BRAND :
    BABYLOVE
  • ADVERTISER :
    BABYLOVE
  • AGENCY :
    BWM DENTSU, SYDNEY
  • CHIEF CREATIVE OFFICER :
    ROB BELGIOVANE
  • EXECUTIVE CREATIVE DIRECTOR :
    ASHEEN NAIDU
  • CREATIVE GROUP HEAD :
    DENNY HANDLIN/JON FOYE
  • ACCOUNT DIRECTOR :
    ANDREW HENDERSON
  • AGENCY PRODUCER :
    EMMA DURLACHER
  • SOUND PRODUCTION COMPANY :
    RUMBLE STUDIOS, SYDNEY
  • ENGLISH SCRIPT :
    BABYLOVE ‘LEGNA’ 30” RADIO SFX: SOFT PIANO MUSIC VO: UNCOMFORTABLE BABY NAMES… BROUGHT TO YOU BY BABYLOVE NAPPIES. COOCHIE COOCHIE COO, LITTLE BABY LEGNA. YOUR HIPPIE PARENTS THOUGHT THEY WERE BEING CREATIVE WHEN THEY NAMED YOU ‘ANGEL’ BACKWARDS. BUT UNFORTUNATELY, PEOPLE DON’T SPEAK BACKWARDS. SO NOW YOU SOUND LIKE AN OLD RUSSIAN NANNY. OR A FOOT STOOL FROM IKEA. BUT FEAR NOT, LITTLE LEGNA. FOR NO MATTER HOW UNCOMFORTABLE YOU NAME, BABYLOVE NAPPIES WILL KEEP YOU COMFORTABLE. SFX: MUSIC WRAP UP. END
  • ENGLISH CONTEXT EXPLANATION :
    IN A MARKET DOMINATED BY HUGGIES, WHO ARE USUALLY RATED HIGHEST BY PARENTS ON MOST ATTRIBUTES, INCLUDING COMFORT, OUR GOAL WAS TO CONVEY JUST HOW COMFORTABLE BABYLOVE NAPPIES ARE, IN A DISRUPTIVE WAY. TO DO THIS, WE SHOWED COMFORT WITHOUT SHOWING A THING, TAPPING INTO A CULTURAL INSIGHT ABOUT THE UNCOMFORTABLE NAMES PARENTS GIVE THEIR CHILDREN. THE IDEA SIMPLY WAS, THAT NO MATTER HOW UNCOMFORTABLE YOUR NAME, BABYLOVE NAPPIES WILL KEEP YOU COMFORTABLE. THE HUMOUR OF OUR CAMPAIGN WAS IN STARK CONTRAST TO THE USUAL SACCHARINE DEPICTIONS OF SMILING MUMS AND BABIES THAT CHARACTERIZES MOST NAPPY ADVERTISING.