Huggies

Big Kid Game

Huggies - Big Kid Game

Client: Huggies
Agency: Rocketmill
Director: Diana Ellis-Hill and Joe Large
Deliverables: TVC, Digital Content Bank, Photography for In-Store Activations
Awards: WINNER: Marketing Masterclass Series Best In Digital Awards 2021 | SHORTLISTED: Campaign Media Awards

THE ASK: Produce a campaign for agency Rocketmill to support the launch of Huggies’ Pulls Ups Explorers - a new product that allows kids to explore and move more whilst not fully potty trained. And film it all during full lockdown!

THE ANSWER: A Big Kid Game TVC that celebrates the key milestones children reach on their journey to becoming a big kid from first steps to potty training. To overcome the issue of filming children during lockdown, we used 13 DOPs across the UK and Ireland from our extensive parent filmmaker network using their own children to film the ad in their homes.

In addition to the TVC, we also shot a bank of film and stills content to live in social media and drive engagement and participation. The assets invited families to mark each milestone of their child’s development, allowing them to share and celebrate their achievements on social by using hashtags and special ‘Big Kid Game’ digital stickers.

THE IMPACT: The campaign drove a 26% uplift in sales year on year, growing the brand for the first time in 6 years.

Big Kid Game TVC

Social assets




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