THE CHAIRADLE

TitleTHE CHAIRADLE
BrandCLUEBEBE
Product / ServiceCLOTH DIAPER
CategoryA04. Ambient/Alternative Media
EntrantJWT JAKARTA, INDONESIA
Entrant Company JWT JAKARTA, INDONESIA
Advertising Agency JWT JAKARTA, INDONESIA

Credits

Name Company Position
Bagus Nyoman Ilustrator
Utomo Rahardjo Digital Active Photographer
Egg Production Music Composer
Render Post Post Production
Aoi Asia Production House
Nikken Diahtantri Jwt Jakarta Account Supervisor
Budi Mulianto Jwt Jakarta Print Producer
Arati Naradhyani Jwt Jakarta Producer
Nina Rakhmatika Jwt Jakarta Executive Producer
Ratna Puspita Jwt Jakarta Copywriter
Budiman Rahardjo Jwt Jakarta Art Director
Sebastian Chendra Jwt Jakarta Art Director
Pingkan Rarumangkay Jwt Jakarta Creative Director
Ivan Hady Wibowo Jwt Jakarta Executive Creative Producer

The Brief

The unpopular cloth diaper actually has all the goodness that both Mom and baby would love. Its soft high quality cloth reduces the risk of diaper rash so comforting baby, as a result comforts momr too. Clue Bebe, the leading cloth diaper brand in Indonesia would like to convey this message of "comfortable baby comforts mom" in a heart warming way.

Creative Execution

Clue Bebe's chairadle are placed in shopping malls and public spaces to allow both Moms and babies to experience the actual comfort.

Describe the creative solution to the brief/objective.

Chairadle, a combination of a rocking chair and baby cradle is created as an ambient to illustrate the message of how Clue Bebe diaper takes part in Baby & Mom’s everyday life; that does not only comfort the baby , but also comforts the Mom.

Results

Moms with babies were drawn into Chairadle the moment they saw it. They immediately placed their babies on it then sat rocking the baby. Both Moms and baby were comfortable.