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Top 6: May 5th 2021

Sweety Silver Pants: Arrival

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Top 6: May 5th 2021
BBDO Indonesia and BBDO Guerrero Philippines have joined forces with Sweety on this campaign for Sweety Silver Pants. Inspired by Indonesian myths, the campaign illustrates how parents need to change their baby’s diaper regularly if they want to prevent monster tantrums.

There are still many parents in Indonesia who believe in myths and superstitions. And there is a belief that if your baby cries continuously, a monster might be trying to steal it away. But more likely, the crying is caused by a full diaper. Based on research conducted by Sweety, 80% of diaper rash is from prolonged exposure to moist diapers, resulting in skin problems such as irritation, infection, itching and redness.

Inspired by local myths, Sweety worked with BBDO Indonesia and BBDO Guerrero, with the counsel of BBDO Asia Creative Council, to launch a print advertising series that explains how not changing a diaper on time can transform even the cutest baby into a grouchy little monster. Each monster baby is patterned after a creature from Indonesian folklore: The Leyak, the Genderuwo, and the Buto Ijo.
Credits Other credits

BBDO Guerrero

Creative Services Director: Al Salvador

Print Producer: Zeth Pascual

Head of Final Art Studio: Manny Vailoces

Senior Account Manager: Lucelle Zuniga

Senior Account Manager: Regie Ucang

Marketing Assistant: Meda Cruz

BBDO Indonesia / BBDO Greater China

FA Artist: Sugiono (Print), Soeyatno (Print)

Head of Strategy & Business: Ezra Nathanael

Associate Account Director: Ismaniar Kurniasih

Account Manager: Hatiti Alfianti

Account Executive: Hafizh Baihaki

Senior Marcom Director: Aviani Primasari

Senior Marcom Executive: Natalia P Handayani

Marcom Executive: Tiara Jasmine

Media Relation Manager: Katrina Hutagaol

Executive Assistant: Dian Kameswari

Managing Director: Talha Bin Hisaam

Third Parties

Print Works

Photographer: Illusion CGI Studio

Illustrator: Illusion CGI Studio

Radio Works

Audio production & English VO Take: Network BBDO, South Africa

Sound Engineer: Greg Canning

Integrated Producer: Caroline Switala (Network BBDO, South Africa*)

Bahasa VO Take: Cut2Cut, Jakarta Indonesia

*The radio campaign was produced in Network BBDO South Africa’s studio, this campaign was a real team effort from the network and its partners from different corners of the world all collaborating for the significant Asian brand, Sweety.

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