SHARING POSTERS

TitleSHARING POSTERS
ClientJOHNSON & JOHNSON (PHILIPPINES)
Product / ServiceBABY PRODUCTS
CategoryB01. Posters
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Entrant Company BBDO GUERRERO Makati City, THE PHILIPPINES
Advertising Agency BBDO GUERRERO Makati City, THE PHILIPPINES

Brief Explanation

More and more moms are leaving Johnson’s with the belief that their growing babies need harder-working products. So once their babies become toddlers, 67.5% of moms transition them to family soap. This has resulted in an alarming sales drop off to -2% in early 2015. Contrary to what moms believe, their toddler’s skin is still continuing to develop. And family soap is far too harsh for their skin. It can cause dryness, irritation, and impede proper skin development. So Johnson’s needed to educate moms that baby’s skin is still growing and in need of proper nourishment.

The Brief

Johnson’s has dedicated numerous years to understanding child skin care. They make sure that children get so much more, by providing mothers with safe, clinically proven mild, and gentle products and also those that engage the senses when used with their child’s bathing routines.

Results

The campaign was launched with The Sharing Story. A book about not sharing soap, hidden in a book about sharing. We spread the education through posters that showed moms how sharing isn’t for everything and could lead to harmful consequences. Like sharing hugs with a cactus or sharing a chocolate bar with a carnivorous reptile. And online, we released postcards mom could share with their kids showing when sharing is good and when sharing is bad. The campaign was such a success, Johnson’s Bath sales spiked up to +2% on its first few weeks of launch.

How the final design was conceived

Johnson’s found that most moms love to teach their kids the value of sharing. Not realizing that sharing can be harmful too. So we thought to create an unusual educational campaign. One that would continue to help moms teach their kids sharing is good, while simultaneously learning why sharing is sometimes bad.

Indication of how successful the outcome was in the market

The campaign was launched with The Sharing Story. A book about not sharing soap, hidden in a book about sharing. We spread the education through posters that showed moms how sharing isn't for everything and could lead to harmful consequences. Like sharing hugs with a cactus or sharing a chocolate bar with a carnivorous reptile. And online, we released postcards mom could share with their kids showing when sharing is good and when sharing is bad. The campaign was such a success, Johnson's Bath sales spiked up to +2% on its first few weeks of launch.

Credits

Name Company Position
David Guerrero BBDO Guerrero Chief Creative Officer, Copywriter
Dale Lopez BBDO Guerrero Executive Creative Director, Art Director
Rachel Teotico-Yulo BBDO Guerrero Creative Director, Copywriter
Lizther Castaneda BBDO Guerrero Art Director
CJ Roque BBDO Guerrero Head of Accounts
Berny Songco BBDO Guerrero Account Director
Gelli Arabit BBDO Guerrero Account Manager
Al Salvador BBDO Guerrero Producer
Zeth Pascual BBDO Guerrero Print Producer
Dan Fajardo Illustrator
Ethel Sanchez BBDO Guerrero Deputy Head of Planning
Natalie Ang BBDO Guerrero Strategic Planner
Rizza Garcia BBDO Guerrero Head of Design
Joy Panaguiton BBDO Guerrero Final Artist