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. Parents are hard-pressed in their fast paced lives to frequently send updates to their parents. Especially when in this region they aren’t engaged in social platforms, smartphones or other means of technology. Therefore JOHNSON’S Baby wanted to let grandparents witness their grandchildren’s development.

Creative Execution

JOHNSON’S Baby has a strong brand heritage and has been caring for generations for more than 125 years. The Grandparents Frame is a highly relevant solution for the problem this region experiences since the Grandparents Frame 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 connects to the Grandparents Frame App. The app enables parents to instantly send pictures to the home of the grandparents, bringing three generations closer together. JOHNSON’S Baby gave away 500 frames to 500 grandparents and brought thousands of families closer together. Parents continue to send their pictures to the Grandparents Frame, allowing grandparents to witness the development of their grandchildren.

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.