The One Show
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Category
Consumer - Experiential Advertising / Events & Competitions
Annual ID
CP16034M
About the Work
In such a competitive market like the fabric conditioners’, Comfort Pure needed to step out of the classical advertising and own its place as the fabric softener that provides the ultimate softness for babies’ skin right where our target, mothers, do most of their research regarding their babies’ well-being: Online. While all brands tell mothers what their babies want, Comfort decided to let babies show mums what they truly care about: softness We created The SoftTest. A live-streaming episodic event where babies got to choose between expensive objects, attractive to their parents, and cheap, soft ones. Whatever they touched, their family took home. Babies’ softness choice became the main topic of conversation and Comfort Pure turned into the only provider of this ultimate softness.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather / Singapore
Production Company
Hurrah! Productions / Singapore
Art Director
Marcos Gemal
John-John Skoog
Chief Creative Officer
Eugene Cheong
Director
Mads K. Bækkevold
Executive Creative Director
Nicolas Courant
Producer
James Rotheram
Belinda Mcculloch
Writer
Fabio Montero
Agency Producer
James Brook-Patridge
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