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Pierre du Plessis
CREATIVE DIRECTOR / COPYWRITER
London International Awards: Silver and bronze
Cannes Lions: Bronze
New York One Show: 3 merit awards
Loerie Grand Prix, 3 gold, 2 silver awards
Bookmarks: 3 gold, 1 silver awards
Apparently babies crawl up to 3km in a day – that’s 21 adult-size kilometres. So when Huggies launched a range of nappies designed for active babies, this fact became the seed of a really fun launch campaign. Using custom designed wearable trackers, the babies’ movements were tracked to see how quickly they could complete a full marathon.
My role was to write all the digital copy, which was a great challenge and picked up some nice craft awards for copy at all the major shows.
The campaign got 8.4 million views, earned R2.4 million in PR value and nappy sales went up by 28.9%.