BBDO’s D.I.Y calendar gets shortlisted at Cannes
BBDO India’s campaign for Johnson & Johnson’s brand Johnson’s Baby was shortlisted for a Direct Lion at Cannes.
14 Jul 2012 | 1058 Views | By Mihir Joshi
The campaign was targeted first-time mothers.The key challenge for BBDO India was not just to design a calendar, but engage mothers and help increase their play time with their baby.The campaign targeted first-time mothers.
Keeping this in mind, BBDO designed the first D.I.Y calendar which also worked as a mobile learning programme and a motor co-ordinator for babies. The calendar is designed to showcase the different stages of the first 12 months of the baby’s life, leading to the first birthday. Each month represents a different piece of baby article that the mother puts together with her baby. These pieces are also educational because it instructs the mother about the new things she should introduce to her baby.
The campaign was so successful that Johnson's Baby has spread this calendar initiative to other South East Asian countries and they're also being retailed at children's bookstores across the country.