The Brief

Targeted at new and first-time mothers. The key objective was to design a piece that would not just be a calendar, but engage mothers and help increase their play time with their baby.

Creative Execution

Play time is the most engaging and important mother-baby bonding time. We designed a play thing which also works as a mobile learning program and a motor coordinator for babies. The D.I.Y. calendar is designed to showcase the different stages of the first twelve months of the baby's life, leading to her first birthday. Each month represents a different piece of baby article that the mother puts together with her baby. These pieces are also educational because it instructs the mother about the new things she should introduce to her baby.

Describe the creative solution to the brief/objective.

Calendars are a great way to keep track, month by month on a baby's progress. However, calendar's are usually lost and forgotten or at most kept away in one corner. The key objective was to design a piece that would not just be a calendar, but engage mothers and help increase their play time with their baby.

Results

As word of mouth spread, J&J received countless calls for these calendars. The calendars are being re-printed to meet the growing demand. Seeing the popularity, Johnson's Baby has spread this calendar initiative to other South East Asian countries and they're also being retailed at children's bookstores across the country.