Client:
Huggies - Mentored by Ogilvy

Strategy:
Allow mothers to enjoy time with their babies when they are online through a personalized design a diaper and dance video. Mothers can design their own diapers and order them directly from the website after watching their personalized video.

My Role:
You might think that Huggies could be a crappy client, but I had a lot of great ideas to get moms to interact with the brand. Most diaper campaigns really stink, but this one rolled out as smooth as a baby's bottom. (I know, I know...enough with the puns)

Ethnography. Somewhat creepy when you think about it — following a mom and her baby around for two hours asking questions about her every move. The little guy peed on the carpet after bath time. Insight = "get that kid in his Huggies"

All signs pointed toward moving mommy's little mover online where they could customize diapers with trains, planes, and all sorts of other goodies. And to make it even more fun, what's better than letting your baby dance along with themselves to your favorite Huggies parody.

Art: Lorne Sleem
Copy: Kristen Scharf