2014 Winners & Shortlists

The Campaign

While technology today allows us to be in constant touch with each other, grandparents in this region are most often not engaged in social platforms, smartphones, or other means of technology. We realized that the need of the hour was an easy-to-use platform that everyone would find easy to use. The Grandparents Frame is a simple innovative digital idea that makes it possible to share pictures from any smartphone with a digital picture frame.

The Brief

As a brand that has been caring for generations for more than 125 years, JOHNSON’S Baby wanted to bring generations closer together by letting grandparents witness the development of their grandchildren.

Results

JOHNSON’S Baby gave away 500 frames and brought thousands of families closer together. Due to extremely popular demand, JOHNSON’S Baby now made it possible for everyone to buy a frame via www.grandparentsframe.com.

Execution

We gave away the Grandparents Frame and developed the Grandparents Frame App. It enables parents to instantly send pictures of special moments to the grandparents’ home, no matter how big the distance. We filmed grandparents interacting with the Grandparents Frame and spread it online. Their heart-warming reactions were proof that it is possible to make distances smaller while bringing families closer together. It is something most people in the region can relate to and therefore caused a lot of PR. This resonates with JOHNSON’S Baby’s brand essence, as they have been caring for generations for more than 125 years.

The Situation

Due to the various socio-political and therefore economical challenges young adults face in the region, they often 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.

The Strategy

More than in any other region, grandparents find it very difficult to handle smartphones and any other means of technology. So our strategy was to find a medium that was as simple to use as possible, yet allowed them to constantly be updated with the development of their grandchildren from across the globe.