The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Branded Entertainment

The Softtest

Agency Ogilvy & Mather / Singapore

Client Unilever
BACK TO RESULTS

Annual ID

BE16009S

About the Work

While all brands tell mothers what their babies want, Comfort decided to let babies show mums what they truly care about: softness Introducing 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.