Agency Work | Droga5
Hey baby, we’re Huggies.
While working at Droga5 in New York, my creative team partner and I were the originators of the campaign idea that kicked off an entire global rebrand for Huggies as well as their first ever Super Bowl spot.
Pretty cool, huh, baby?
Being a baby must be really confusing. One minute you're warm and cozy, and the next some giant pulls you out by the head and BAM everything’s bright and LOUD. And smells weird.
Our platform, “We Got You, Baby,” explains this weird world to baby so they (and their parents) can grow up feeling secure with Huggies.
This, baby, is called the Super Bowl.
I came up with the idea to launch our new brand campaign by welcoming babies that were literally born the day of the Super Bowl ON the Super Bowl. Craziest production ever.
During the Super Bowl we created real-time birth announcements of our babies on social. We also were responsive to what was going on during the game on social and explained it so baby could understand.
The rebrand included an entire design refresh for the global brand which included creating a toolkit for the other regions.
Our new design included adding graphics and annotations to help explain this crazy world to babies.
