Brief: Bed wetting can be an embarrassing experience for young kids. Now with Huggies Good-Nites, kids can live out their nighttime bathroom dreams worry-free. Solution: Existing ads for safety pants show bed wetting in a negative light. Blocking accidents becomes the main message. Children must not feel scolded while learning to stop nighttime accidents. Our campaign shows going to the bathroom positively, encouraging parents to alter their stereotypes.
Advertising Agency: Diamond Ogilvy, Seoul, Korea Executive Creative Director: Wain Choi Creative Director: Jaehyuk Jang Art Directors: Changyun Baek, Hyoyeon Kim, Ann Kidder Copywriters: Hoyoung Kim, Kyungsic Park Illustrator: Ilsung Na Published: October 2009via adsoftheworld.com