I was proud to get to work on Huggies for 4 years – and even prouder when Huggies Canada passed Pampers in total market share for the first time in its history. Here is a selection of some of my favourite campaigns during that time.
Huggies | Sound of a Hug
We helped Huggies turn heartbeats into audio hugs. Our new "Sound of a Hug" digital tool uses a parent's heartbeat to create a soothing sleep track for babies.
Credits
Client: Kimberly-Clark | Huggies Canada / Agency: Zulu Alpha Kilo / Chief Creative Officer: Brian Murray, Jenny Glover / Associate Creative Director / Writer: Dane Boaz / Associate Creative Director / Art Director: Juan Torres / Designer: Damian Simev, Jackman Chiu / Clients: Tanya Willer, Abhinav Sawhney, Laura Sturmer, Peace Asemota, Nikki Sells, Kopal Chourey, Jason Radocay, Sutanu Sur, Nellie Veber / Account Team: Alyssa Guttman, Tara Collins, Shauna McKenna, Alyse Thompson, Amanda Wong, Zainab Mushtaq / Chief Strategy Officer: Heather Segal / Executive Director, Comms Planning & Technology: Sean Bell / Strategy Directors: Meredith Ferguson, Sarah Yim / Director of Integrated Production: Ola Stodulska / Director of Post Production & Operations: Zulubot: Sarah Dayus / Senior Agency Producer: Kasia Zeniuk / Senior Digital Producer: Tracy Wightman / Production House: Aspekt / Director: Linnéa Bergman / Director of Photography: Mika Aberra / Executive Producer: Liz Dussault / Line Producer: Mia Sook Young
Huggies | Behind the Door
Recognized by One Show, CMA and Applied Arts.
Huggies is using the power of hugs to help heal babies born with addiction in Nanaimo, BC. Not a single line of the interviews was scripted. It was the most shared Huggies Canada Facebook video ever and had 100% positive sentiment.
Results
In only a few weeks, it garnered 2 million video views and over 7000 shares – the highest organic reach of all time for the Huggies brand on social.
Credits
Client: Kimberly Clark Canada/Huggies Canada / Director, Marketing and Sales Strategy: Michael Hurt / Senior Brand Manager: Paul Scott / Senior Brand Manager: Nadia Malowany / Senior Associate Brand Manager: Alicia Cameron / Social and Digital Marketing Manager: Ali Ruffo / IMP Director: Mitch Faigan / Agency: Ogilvy Toronto / Chief Creative Officer: Brian Murray / Group Creative Director: Julie Markle / Group Creative Director: Chris Dacyshyn / Copywriter: Samantha Ramsay / Art Director: Amy Fernandes / Director, Account Management: Aviva Groll / Account Supervisor: Kennedy Crawford / Digital Strategist: Robyn Hutman / Producer: Eric Thompson / DP: Vince Arvidson / Colourist: Jason Zukowski, Redlab / VFX: Andy Hunter, Redlab / Editor: David James Findlay, Barbershop Editing / Music & SFX: Vapor RMW
Huggies | H-Section
Recognized by Cannes Lions.
Huggies believes in the power of hugs so much, they helped finance the development – and facilitated the testing in Canada – of a new C-Section shroud that enables immediate skin-to-skin hugs with newborns.
Credits
Agency: Ogilvy Canada, Toronto / Chief Creative Officer: Brian Murray, Ian MacKellar / Group Creative Director/Art Director: Julie Markle / Group Creative Director/Copywriter: Chris Dacyshyn / Director, Account Management: Aviva Groll / Account Supervisor: Samantha Weisbarth, Kennedy Crawford / Digital Strategist: Robyn Hutman / Agency Producer: Eric Thompson / Inventors: Kim Jarelle, Debbie Burbic, Jess Nicolli / Director/Editor: Yan Dal Santo / Music: Apollo / Client: Kimberly Clark Canada/Huggies Canada / Director, Marketing and Sales Strategy: Michael Hurt / Senior Brand Manager: Paul Scott / Senior Brand Manager: Nadia Malowany / Senior Associate Brand Manager: Alicia Cameron / Social and Digital Marketing Manager: Ali Ruffo / IMP Director: Mitch Faigan
Huggies | More Room For Hugs
Huggies is donating $500k to SickKids by 2022 to help them rebuild their NICU. It’s very fulfilling to have been a part of this initiative. A big shout out to Lori Davison from SickKids; this campaign shows that great things can happen when people get seated next to each other on a plane. The launch films feature a real parent and child who was treated at SickKids.
Credits
Agency: Ogilvy Canada, Toronto / Chief Creative Officer: Brian Murray / Group Creative Director: Christian Horsfall / ACD: Pam Danowski / Copywriter: Colin Winn / Art Director: Paul Dike / Director, Account Management: Aviva Groll / Account Supervisor: Samantha Weisbarth / Senior Brand Manager: Nadia Malowany / Senior Associate Brand Manager: Alicia Cameron / Director: Mark Zibert
Huggies | First Hug
When my first child was born, I was living in the UK and my parents didn't get to meet her for almost 3 months. So I can relate to the family in our Huggies campaign that shows a new grandmother finally getting to experience that first hug after lock down.
Credits
Client: Kimberly Clark Canada/Huggies Canada / Senior Brand Manager: Nadia Malowany / Senior Associate Brand Manager: Alicia Cameron / Ageny: Ogilvy Canada / Chief Creative Officer: Brian Murray / Group Creative Director: Christian Horsfall / Associate Creative Director: Pam Danowski / Strategy Director: Mike Wiles / Worldwide Managing Director: Aviva Groll / Account Director: Samantha Weisbarth / Account Supervisor: Alisha Henriques / Account Executive: Neha Kurian / Producer: Jaclyn Garfinkle / Director: Patrick Sisam / D.P: Brett Van Dyke / Executive Producer: Danielle Kappy / Producer: Joan Digba / Editor: Paul Skinner