Brief: Demonstrate the difference between baby's and adult's skin, and therefore the importance of looking after it properly.
Solution: Using real babies to demonstrate through play.
Longevity: This is a new formula for every Baby Dove ad. They will be ads in themselves, or featured within product ads.
Launching: March 2015, Brazil.
Baby Changing stations supplied with thin, printed changing paper featuring baby Dove products in public changing rooms and doctor's surgeries.
Print ads for magazines: Two sided ad using paper as demonstration of baby's skin. The ink bleeds through the paper to the other side:
TVC: Babies demonstrate the product need through play; the moisture loss in baby's skin. In a bathtime setting, this ad is set to launch the baby products alongside another launch ad in march 2015 running on TV in Brazil.