2013 Winners & Shortlists

SHUSH THE MUSH

Client/BrandLITTLEMICO
Product/ServiceLITTLEMICO PACIFIERS
EntrantHORIZON DRAFTFCB Abu Dhabi, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPOSTERS
Entrant Company HORIZON DRAFTFCB Abu Dhabi, UNITED ARAB EMIRATES
Advertising Agency HORIZON DRAFTFCB Abu Dhabi, UNITED ARAB EMIRATES

Brief Explanation

From very expensive to cheap and cheerful, the baby products market is highly competitive in the GCC region. Our key objective is to establish a positive presence in a cluttered sector; we chose a memorable and light-hearted approach that runs as an in-store campaign.

The Brief

Established in Denmark LittleMICO is a young brand catering to the mother & child products market. Our task was to create in-store awareness of the LittleMICO Pacifier.

How the final design was conceived

Based on a simple truth that baby can become an irritatingly cranky little monster, how do you shush the mush? The answer: LittleMICO, the cute and fun pacifier that makes babies cute and fun once more.

Indication of how successful the outcome was in the market

The recent roll-out of the campaign leaves no ready data in terms of sales success.

Credits

Name Company Position
Alain Hochar Horizon Draftfcb Chief Creative Officer
Omar Al-Jabi Horizon Draftfcb Creative Director
Derek Mullings Horizon Draftfcb Copywriter
Ratheesh Radhakrishnan Horizon Draftfcb Art Director
Ousama Itani Horizon Draftfcb Graphic Designer
Odughat Sunil Horizon Draftfcb Graphic Designer
Danesh Mohiuddin Illustrator
Piero Salemeh Horizon Draftfcb Account Supervisor