| Title | TUMMY WORLD |
| Brand | ABBOTT LABORATORIES SINGAPORE |
| Product / Service | PAEDIATRIC NUTRITION |
| Category | A05. Other Products |
| Entrant | THE SECRET LITTLE AGENCY Singapore, SINGAPORE |
| Entrant Company | THE SECRET LITTLE AGENCY Singapore, SINGAPORE |
| Advertising Agency | THE SECRET LITTLE AGENCY Singapore, SINGAPORE |
| Media Agency | MEC Singapore, SINGAPORE |
| Production Company | NEXUS PRODUCTIONS London, UNITED KINGDOM |
| Production Company 2 | OMMM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Fx Goby | Nexus Productions Limited | Director |
| Uma Reade | The Secret Little Agency | Creative Director/Copywriter |
| Nicholas Ye | The Secret Little Agency | Creative Director |
| Hanyi Lee | The Secret Little Agency | Chief Creative Officer |
| Dickson Sim | The Secret Little Agency | Executive Producer |
| Nathalie Le Berre | Nexus Productions Limited | Executive Producer |
| Ollie Mcgill | OMMM | Composer |
| Camille Del Rosario | The Secret Little Agency | Art Director |
| Kris Kam | The Secret Little Agency | Planning Director |
| Pauline Ho | The Secret Little Agency | Planner |
| Amanda Lim | The Secret Little Agency | Planner |
| Clare Brooks | Nexus Productions Limited | Production Manager |
| Colin Bigelow | Nexus Productions Limited | Designer |
| Mark Davies | Nexus Productions Limited | 3d Leads |
| Michal Firkowski | Nexus Productions Limited | 3d Leads |
| Dominic Griffith | Nexus Productions Limited | Animator |
| Nicolas Loudot | Nexus Productions Limited | Matte Painter |
| Andy Hickinbottom | Nexus Productions Limited | 3d Modeller |
| Benoit Berthe | Nexus Productions Limited | Lighter |
| Elliot Kajdan | Nexus Productions Limited | Compositor |
THE CHALLENGE: Total Comfort has enjoyed its niche in the baby formula market as "the gentlest formula". We wanted to retain this heritage while letting people know that it offers more. THE OBJECTIVE: The client wanted to change the positioning of Total Comfort from a problem/solution formula for baby's with sensitive stomachs, to a holistic baby formula that supports a child's complete development. THE EXECUTION: We wanted to create distinct and differentiated brand imagery for Total Comfort. We achieved this by creating a tummy world complete with flying cows, a mega-mensa monkey to represent brain benefits, a onesie clad baby in a milky hued fantasy world and Abbott's bear. Nexus Productions from London produced the spot. The music was composed by none other than Australian composer and lyricist Ollie McGill, who gave us Dumb ways to Die. The entire campaign rolls out across the line, complete with plush toys, branded feeding areas, comic strips dedicated to the monkey and bear in the TV spot and a full shopper marketing drive.