B A B Y T I M E C A P S U L E Me and my copywriter partner was assigned to help another team pitch for every 2012 digital campaign of Johnson & Johnson's Thailand against other two agencies. We had only two weeks before the presentation, but became the winner in the end. This is the biggest part of the campaign and it is for Johnson's Baby Thailand. The 2012 big idea of this account is about a mother's perfection in caring her child. I suggested fusing a calendar organizer with a baby memory book to convince how a mother can devote herself everyday in exchange of seeing her baby grows up the best it can be, with a photo diary function added during the brainstorm. Thus, the Baby Time Capsule idea was introduced. It was decided that the project would be on a website and a mobile application. By taking a photograph of her baby everyday, the mother can build a baby time lapse video out of this. You can also add information along such as weight, height, foot print, meal plan, etc. All will be recorded online until the baby reaches three, and along the way everything can be shared via Facebook and Twitter. Care tips and shop discounts may pop up after a photograph is submitted. Visiting other mother's pages and leave comments is possible, turning this into an online mother community with a high revisit rate. After the process is over, you can ask for a hard copy of the Time Capsule to be delivered whenever you desired, such as the baby's forth birthday, or a surprise in next twenty years. |
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