“Welcome to the World, Baby.” That’s the title of this new minute-and-a-half-plus anthem film for Huggies from Droga5 New York as it gears up for the brand’s official :30 spot which is slated to air during the second quarter of the Super Bowl.
This extended brand film and the :30 launch Huggies’ new creative platform.
Directed by Mark Molloy of SMUGGLER, “Welcome to the World, Baby” sets out to demonstrate what it’s like for babies being brand new to life and all its marvels, big and small. The creative brings to life the idea that Huggies is a helpful co-pilot and supportive ally helping babies–and, by association, their parents–navigate their unfamiliar new world securely.
Credits
Client Kimberly-Clark/Huggies Agency Droga5 NY David Droga, creative chairman; Neil Heymann, global chief creative officer; Tim Gordon, Felix Richter, co-chief creative officers; Juliana Cobb, executive creative director; Alyssa Georg, Elena Knox, creative directors; Meli Chamorro, Stacey Smith, associate creative directors; Jasper Yu, art director; Danielle Gasbarro, Sara Muchnick, copywriters; Gus Sainwood, content writer; Rich Greco, executive design director; Kayt Brylinsky, associate design director; Leslie Cheng, sr. designer; Maddie Bone, designer; Craig Wong, group user experience director; James Garvey, sr. user experience designer; Sally-Ann Dale, chief creation officer; Sophie Paton, Tegan Mahford, Andres Riveros, producers, film; Mike Ladman, sr. music supervisor; Cliff Lewis, director, art production; Caroline Fahey, producer, art; Tasha Cronin, director of interactive production; Ian Graetzer, sr. producer, interactive; Colin Neff, producer, interactive; Michelle Levitch, associate producer, interactive; Jonny Bauer, global chief strategy officer; Ben Brown, group strategy director; Emily Mulvey, strategy director. Agency Accenture Interactive Marisa Fuoco, executive creative director; Kelli Solomon, sr. copywriter; Alena Titova, sr. designer. Production SMUGGLER Mark Molloy, director; Mauro Chiarello, DP; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, exec producers; Alex Hughes, head of production; Ben Croker, producer; Elmi Badenhorst, production designer; Sylvia Esme Van Heerden, stylist; Tracey Lund, casting. Production Service Orange Films Jon Day, service producer; Nicole Ford, service line producer. Editorial Work Editorial Stewart Reeves, Trush Fuller, editors; Audrey Weiner, Leah Turner, Winter Brihn, assistant editors; Erica Thompson, exec producer; Samara Kelly, producer. Postproduction/VFX a52 Patrick Nugent, Kim Christensen, exec producers; Stacy Kessler-Aungst, head of production; Michael Steinmann, head of CG production; Jennifer Sofio Hall, managing director; Jillian Lynes, Andrew Rosenberger, producers; Urs Furrer, VFX supervisor; Andy Wilkoff, CG supervisor; Andy McKenna, Steve Wolff, Dan Ellis, Rod Bashman, Mike Vaglienty, Flame artists; Joe Chiechi, 3D artist; Jie Zhou, matte painter; Dan Ellis, John Valle, Gretchen Capatan, online editors; Steven Biggert, animator. Music Mr. Pape “Ode to the little ones” Sound Design 750mph Sam Ashwell, head sound engineer & sound supervisor; Martin Critchley, head of production; Jessica Ringshall, exec producer. Audio Post Heard City Phil Loeb, Jeremy Siegel, audio mixers; Catherine Sangiovanni, assistant mixer; Sasha Awn, exec producer. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, post producer. Voiceover Sound and Fury, casting director. Footage Researcher Mike Davis
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
