Ogilvy South Africa Johannesburg

ABOUT

Concept

A mind-blowing fact
Babies move way more than their parents realise – over 3km* in a single day.
*New York University

A diaper range designed specifically for moving babies

With special features that keep moving babies ultra-comfy, plus a choice of fit depending on your preference, Huggies® diapers are the perfect gear for little athletes.

Four ridiculously cute babies

In order to put Huggies® diapers to the test, and simultaneously prove just how much babies actually move, we chose four babies and gave them an audacious goal… Twenty-one adult-length kilometers.

Execution

The world’s most epic race

Made possible by the data collected by their custom-designed distance-tracking devices, the babies were able to race one another on our online race course, in real time, from the comfort of their own homes. Their progress was packaged in four episodes, which were released across multiple digital platforms, until the first baby crossed the finish line 5.8 days later.

Results

#HuggiesBabyMarathon
trended within 10 minutes of launch
FOR 9 hours
Views of the campaign
over 8.4 million
Earned PR
over 2.4 million
Diaper sales increased by
28.9%

Date created: September 2017 2017-09-01T00:00:00+0100
Date published: 28 February 2018 2018-02-28T10:39:01+0000

MADEIT CREDITS

  • Kimberly-Clark (Huggies)Client
  • Abigail SchilperoortSocial Media
  • Anè WolmaransAccount Management
  • Antoinette FourieCopywriters
  • Carla de AraujoPR
  • Catherine WanlissCreative Director
  • Chantelle dos SantosArt Directors
  • Chris LockhartAnimators
  • Courtney FerrarisSocial Media
  • Dhuven ThathiahDevelopment
  • Dylan RobbertsMedia
  • Elzanri KirstenDesigners
  • Ernst van der MerweSocial Media
  • Hendrik KokAnimators
  • James O’SullivanEditor
  • Jemma WilsonSocial Media
  • Jennifer HumanSocial Media
  • Joe ErasmusPost-production
  • Louis EnslinAudio Engineers
  • Mariana O’KellyExecutive Creative Directors
  • Matthew BarnesExecutive Creative Directors
  • Nadine MohammedAccount Management
  • Neill PretoriusAnimator
  • Nic Van RensburgAnimators
  • Penny TilleardAnimators
  • Pierre du PlessisDigital Copywriter
  • Refilwe MakamediPR
  • Robyn Gough PalmerAnimators
  • Stephanie van NiekerkCopywriters
  • Suzanne JennerArt Directors
  • Theo PotgieterAudio Engineers
  • Tom MaraisDirector of Photography
  • Tracey EdwardsAccount Management
  • Tumi MehaleSocial Media
  • * Pete CaseChief Creative Officer
  • * Ogilvy South Africa
  • * Nicholas BastiaanseDigital Project Manager
  • * Gregory KingCreative Director
  • * Abhishek JannawarDevelopment
Annual 2018 BronzeThe World's First Baby MarathonAdvertising: Film Annual 2018 ShortlistThe World's First Baby MarathonDigital Annual 2018 ShortlistThe World's First Baby MarathonExperiential

The World's First Baby Marathon

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