Play Doh| free play time

Problem: How do you make new advertising for a brand that’s been the category leader for over 50 years?

As kids learn to use technology at a younger and younger age, creative toys that allow unstructured free play time are increasingly cut out. Since Play Doh has been around for so long, it tends not to be top of mind.

Insight: Today’s parents grew up with and are still nostalgic for Play Doh. Just the smell of it brings back fond memories.

Solution: Play Doh scented print ads in women’s and parenting magazines reminding parents of the importance of creative free play time for their child’s development.

Tagline: Kids should play like kids.

Tagline: Kids should play like kids.

Tagline: Kids should play like kids.

MY Role: Concept development, copywriting and photography. 

AD: Warner Whatley
CW: Adam Aceino
CD: Wayne Gibson

Huggies Jeans Diapers|"Hit the Streets!"

By| JWT New York

PhoneBook

The amazing children's book peripheral by Mobile Art Lab that turns an iPhone into an interactive reading device is now selling on Japan's Amazon and a couple of other stores (Rakuten, 7netshopping) for about $30 in yen equivalent. .

Pampers|Hello Baby - iPad App

— This has got to be one of the smartest iPad Apps out there.

The app, called Hello Baby, made its debut during Apple's launch of the tablet computer this month. It is Pampers' first mobile device application; the brand never launched an iPhone app. The move is also part of parent company Procter & Gamble's push to position its brands at the forefront of new and emerging technologies, especially as the packaged-goods titan shuffles more marketing dollars into digital, mobile and social media.

The app, available for free on iTunes, is essentially a pregnancy calendar, where users can track weekly progress from weeks four to 40 by entering the baby's due date. (The calendar draws on baby and parenting content taken from Pampers' "Village" online community site, said Susan Liao, a digital producer at StrawberryFrog, the agency that worked on the app.) Expecting moms can also hold the iPad in front of their tummies to view a typical, life-sized representation of the baby. Common comparisons include a baby that is the size of an acorn, pear and other "well-known fruits and vegetables," said Pampers North American marketing director Patrick Kraus.

Mobile baby apps like TheBump.com's Baby 411, for the iPhone, already exist, but Hello Baby, so far, is the only one developed exclusively for the iPad, he said. The app takes advantage of the portable device's high-resolution, multitouch screen to bring the prenatal development process to life.

P&G, which spent $53 million advertising Pampers last year, sans online, per Nielsen, said Hello Baby's investment is small, but it's looking to take findings from this "experiment" and leverage it online, Kraus said.     

Making glucose testing child’s play

Diabetes meters are generally functional rather than fun. This works fine for adult diabetics, but doesn’t make the testing process very engaging for children. By transforming a potentially harrowing experience into a fun one, Bayer eases a potential source of family tension. Partnering with an existing handheld gaming console makes it even easier to slot into people’s lives. It’s a winner for kids, parents and Bayer.

Parents of children with diabetes face a constant struggle to instil the habit of regular blood glucose testing that is critical for managing the disease. Monitoring diabetes requires a pin prick single drop of blood, which can cause a gallon of distress amongst children. Blood glucose monitors had traditionally been created with adults in mind, but pharmaceutical and health care company Bayer sought to address this with the launch of Didget – the first and only blood glucose meter for kids, which connects directly to Nintentdo DS and DS Lite gaming systems.