S.O.S Bums

12. Craft Kancils [12.16b Advertising Photography: Campaign]

case board

creative assets

case film

Links:

Product/Service:

Milk Baby Diapers

Client:

Strategic Brand Resources & Consultancy Sdn. Bhd.

Brief:

In a sea dominated by established giants like Huggies and Drypers, Milk Diapers needed to do more than just stay afloat. It had to make waves and sail past the competition, especially in the comms landscape. The brief? Steer clear of tired FMCG clichés like happy babies and blue liquid product demos, and showcase Milk Diapers’ superior absorbency in a disruptive, dramatic way.

Solution:

Move over, happy babies. We decided to make way for the crying ones. Crying baby bums, to be precise. Because just look at those angry rash patterns on their skin. Don’t they resemble Morse code signalling distress? So we crafted three posters that starkly depict baby bums crying for help from bad diapers, through Morse code. Each close-up reveals rash dots forming urgent distress signals that spell S.O.S, HELP and DANGER. Every angry rash crying out for superior absorbency of Diapers. Even the copy takes on a dramatic tone, positioning Milk Diapers as the ultimate rescue team for bums in distress. No typical FMCG speak, no baby ad clichés.

Previous Next