Ogilvy Malaysia creates ‘We Got You Baby’ campaign for Kimberly-Clark’s Huggies brand
Ogilvy Malaysia has created this “We Got You Baby” film for Kimberly-Clark’s renowned Huggies brand. The campaign, which launched on May 14, 2023, is an ongoing initiative aimed at providing a rich and relatable local context for parents and babies throughout Peninsula Malaysia and East Malaysia.
“We Got You Baby” showcases the unwavering support and commitment of Huggies to babies as they embark on their daily adventures and explorations. Departing from traditional advertising norms, the campaign portrays the reality of parenthood in a truthful and relatable manner, highlighting the challenges faced by new parents in navigating the complexities of raising a child.
Through a captivating film, the campaign captures the spirit of an unstoppable baby, always eager to discover her world. Huggies is depicted as the trusted companion, ensuring that the baby remains undeterred by wet and soggy diapers, allowing her to experience the world without limitations.
“We wanted to create a campaign that would resonate with parents in Malaysia, where the abundance of information, societal pressures and perfect depiction of parenting can often overwhelm new parents,” said Arvind Iyer, Kimberly Clark Marketing Director. “By providing an authentic and relatable portrayal of babyhood, Huggies aims to alleviate the stress and uncertainties faced by parents as they navigate this exciting journey.”
The creative team, led by Chief Creative Officer Adrian Miller and Creative Director Wendy Chiu, employed wit and storytelling to capture the attention of the target audience and bring the brand’s message to life.
“We are thrilled to have had the opportunity to work with Kimberly-Clark and Huggies on this exciting campaign,” says Adrian Miller, Chief Creative Officer at Ogilvy Malaysia. “By providing a refreshing and relatable perspective on parenthood, ‘We Got You Baby’ challenges the conventional portrayal of babyhood and reinforces Huggies’ dedication to providing exceptional care and support for both babies and parents.”
The “We Got You Baby” campaign is a testament to Ogilvy Malaysia’s ability to leverage its expertise in digital and shopper marketing to deliver outstanding results. By prioritizing authenticity and engaging storytelling, Ogilvy Malaysia continues to set industry standards and deliver exceptional work for its clients and their audiences.
Credits
KIMBERLY CLARK MALAYSIA
Managing Director – Rahul Asthana
Marketing Director – Arvind Iyer
Marketing Manager – Radhika Agarwal
Senior Brand Manager – Jessica Wong
Brand Manager – Amanda Woo
Brand Manager – Kow Han Ni
OGILVY MALAYSIA
Chief Creative Officer – Adrian Miller
Executive Group Director – Michelle Ong
Creative Director – Wendy Chiu
Copywriter – Nina Mohamed Nor
Chinese Copywriter – Laura Lee
Art Director – Foong Mei Pang
Head of Strategy – Paul Gage
Group Account Director – Coco Carreon
Senior Account Manager – Cheyenne Lim
Program Director – Edmund Quah
AV Producer – Loo Seng Tuck
Senior Art Buyer Manager- Mandy Lee
PRODUCTION
Production House – The Tankers
Film Director – Carolyn Chon
Executive Producer – Pete Singh
Producer – Gray Loi
Art Dept – Kok Wei/Invisible
Studio Wardrobe – Wardrobe Room
Post House – Tank3Asia
Editor – Fazlan
Music Composition & Sound Design – Pitch Audio+Magic
