The One Show
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Category
Events & Experiential
Annual ID
OS_PR18047M
About the Work
Huggies wanted to make Canadians aware that our No Baby Unhugged volunteer hugging initiative was expanding into its fourth hospital: Nanaimo General. Hugging is vital, because it promotes brain development, emotional attachment, and the sensory stimulation all babies need to thrive. While all babies need hugs, we chose to shine a light on Nanaimo’s most vulnerable NAS babies: those born addicted to drugs or alcohol. So we went behind the door of Nanaimo’s isolation nursery to capture volunteers hugging babies for hours until their anxiety, pain, seizures and sleeplessness subsided. Hugs even helped end their unbearable high-pitched screaming. We released our online video on Huggies’ Facebook page on National Hugging Day. In less than a month, it has already achieved thousands of shares, hundreds of thousands of views, and almost 3 million impressions. More importantly, it illustrates that hugs truly are the best medicine.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy & Mather / Toronto
Design Firm
Barbershop Editing / Toronto
RedLab / Toronto
PR / Marketing Agency
Veritas / Toronto
Production Company
Vapor RMW / Toronto
Media Company
Mindshare Canada / Toronto
Art Director
Amy Fernandes
Chief Creative Officer
Brian Murray
Creative Director
Chris Dacyshyn
Julie Markle
Editor
David James Findlay
Producer
Eric Thompson
Writer
Samantha Ramsay
Cinematographer
Vince Arvidson
Content Strategist
Robyn Hutman
Digital Artist / Multimedia
Andy Hunter
Jason Zukowski
Music / Sound
Joey Serlin
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