2017 Winners & Shortlists

The Campaign

Kids cry for any reason, but thanks to the Gold Shampoo formula they won’t shed a tear during bath-time. Parents can finally save their children’s tears for everything else.

Creative Execution

The three characters are designed to recall a cartoonish mood, yet full of details and life. The three ads share the same spirit: colour palettes, illustration style and context. We focused on their body language and facials expressions, giving particular attention to the faces and hands. Clay is the material we chose to shape the three sculptures. The characteristics and the malleability of the material allowed us to create a colourful and joyful design for the three characters, in a context between fantasy and reality. The process was entrusted to an Italian artist. Every inch of the sculptures was handmade accordingly to our needs, bringing to life the idea with a unique and polished style.

Indication of how successful the outcome was in the market

The buzz scores (message recall and brand awareness) increased by 165% from the start until end of campaign.

Raising a kid is tough and can be very stressful sometimes. Kids are unpredictable, and it’s very easy to upset them. It was important to demonstrate how much Johnson’s Baby understands the struggle of being a parent and at the same time showcase how the product benefit can make parenting a bit easier.