MY CREATIVE INK
Huggies launched a new innovative product on Nov 2020 which was claimed to be the softest diaper ever
as there were more 'cloud bands' comparing to the previous year.
as there were more 'cloud bands' comparing to the previous year.
3-day remote shooting. playing the role of a project leader. a new storyline proposed right at the studio.
and so many things to look back and be thankful for.
and so many things to look back and be thankful for.
WHAT WAS APPROVED
WHAT WAS BEHIND
this was when our journey of round-after-round & fight-over-fight started:
do a TVC. don't do a just-another-diaper-in-the-market TVC.
do a product demo. don't make it look like just a demo. authentic, please.
deliver ultimate softness. ensure consumers understand that only 4 areas are soft.
call us clouds. don't visualize clouds.
bottom-to-back rollover is too ordinary. let's switch to back-to-bottom.
music needs to be soft. but where is its climax?
do a product demo. don't make it look like just a demo. authentic, please.
deliver ultimate softness. ensure consumers understand that only 4 areas are soft.
call us clouds. don't visualize clouds.
bottom-to-back rollover is too ordinary. let's switch to back-to-bottom.
music needs to be soft. but where is its climax?
after the TVC, came the IMC.
client wanted a disruptive music video that any mom would click right at the first sight, yet still needed to be an everyday-and-everytime lullaby.
client wanted a disruptive music video that any mom would click right at the first sight, yet still needed to be an everyday-and-everytime lullaby.
more clouds means cloudier.
such a perfect moment to do a weather forecast.
such a perfect moment to do a weather forecast.
ECD put down the thought on the table, i made it happened.
client was amazed, laughed, impressed. BUT.
client was amazed, laughed, impressed. BUT.
with credits to,
ECD: Tien Bac
art department: Thu Le, Thao Nguyen
copywriter: Chau Huynh
account management: Linh Hoang, Yen Pham
strategic planner: Sajju Ambat, Trang Chu
agency producer: Tina Nguyen, Duy Le
production house: One Touch
ECD: Tien Bac
art department: Thu Le, Thao Nguyen
copywriter: Chau Huynh
account management: Linh Hoang, Yen Pham
strategic planner: Sajju Ambat, Trang Chu
agency producer: Tina Nguyen, Duy Le
production house: One Touch
