2015 Winners & Shortlists

HUGGIES FOR MOMS

BrandKIMBERLY CLARK
Product/ServiceDIAPERS
EntrantMEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
CategoryProduct launch/re-launch/shopper market
Entrant Company MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Advertising Agency MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Advertising Agency 2 GEOMETRY GLOBAL BEIRUT Beirut, LEBANON
Media Agency MINDSHARE LEBANON Beirut, LEBANON

Explain why the method of promotion was most relevant to the product or service

The shopper is becoming skeptical of brand claims, promises; questioning the authenticity of the promise, the honestly of the brand and so much more that they are losing trust and loyalty to brands. This is why when it came to Huggies, we had to find a way to bring the brand as an experience to our shopper and not as a preaching brand that is selling out promises. We created a promise, and acted on it, offering an experience that no other brand offered, turning HUGGIES from a product to an emotion in a market where the shopper felt insecure.

Credits

Name Company Role
Moe Minkara Memac Ogilvy/Mather Lebanon Executive Creative Director
May Fawwaz Geometry Global Beirut Associate Creative Director
Ramzi Ibrahim Geometry Global Beirut Senior Art Director
Rawane Khalil Geometry Global Beirut Graphic Designer
Malek Badreddine Memac Ogilvy/Mather Lebanon Copywriter
Rima Rizkallah Geometry Global Beirut Business Director
Carole Daye Memac Ogilvy/Mather Lebanon Account Director
Sanaa Khouri Memac Ogilvy/Mather Lebanon Account Executive
Cynthia Khouri Geometry Global Beirut Sn. Account Executive