2014 Winners & Shortlists

The Brief

In a region that faces various political and therefore economical challenges, most young adults have to leave their homes to pursue their lives and start a family of their own elsewhere. As parents lead a fast paced life, they are hard-pressed to send updates to their parents who aren’t engaged in social platforms, smartphones or other means of technology. JOHNSON’S Baby wanted to change this and let grandparents be a part of the development of their grandchildren.

Creative Execution

For JOHNSON’S Baby, who has been caring for generations for more than 125 years, the Grandparents Frame is a highly relevant solution for the problem this region experiences. It builds a bridge between grandparents who aren’t engaged in means of digital communication and their children who are. It allows them to be part of every day special moments and brings three generations closer together.

Describe the creative solution to the brief/objective.

JOHNSON’S Baby gave away the Grandparents Frame, a digital picture frame that is connected to the Grandparents Frame App. The app enables parents to instantly send pictures of special moments of the grandchildren to the grandparents’ home. JOHNSON’S Baby gave away 500 frames to 500 grandparents and brought thousands of families closer together. Parents continue to instantly send their pictures to the Grandparents Frame in the grandparents’ home, making it possible to share every special moment between three generations.

Results

JOHNSON’S Baby gave away 500 frames and brought thousands of families closer together. Parents continue to send their pictures to the Grandparents Frame, allowing grandparents from now on to witness the development of their grandchildren.