Campaign details

Brand: Johnson's Baby
Brand owner: Johnson & Johnson
Lead agency: Impact BBDO Dubai
Country: United Arab Emirates, Saudi Arabia
Industries: Baby care
Media channels: Online video, Social media, Word of mouth, advocacy
Budget: No budget

Executive summary

Babycare is a highly charged emotional category that usually re-enforces a mother's love and care. As a leader in babycare, Johnson's Baby needed to move the discourse to a more modern conversation, to engage younger mothers more with the brand.

The idea: Be in the moment with your baby, not with your phone.

By using a real mum as an example, to prove that she spends more time behind the screen than with her child, we managed not only to steer conversations around an alarming issue that is compromising the relationship between mother and child, but also drive behaviour change.