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Home / Reclame / BBDO Italy Created a Pregnancy Test For Men, See The Prototype In Action

BBDO Italy Created a Pregnancy Test For Men, See The Prototype In Action




What if there was an even more emotional way to find out you’re expecting a baby? Discover the mechanism of the first pregnancy test prototype that gives to all women the possibility to know if they’re pregnant by their men, not by a device.

BBDO Italy and we're trying to make our Tempo handkerchief client stand not for illness and unpleasant situations only but for release of happy moments too, in order to re-launch it as a positive brand that encourages people to live their emotions to the fullest. And we thought no event could be happier and more emotional than a pregnancy announcement.

But while men discover they'll be dads with their female partners in the most beautiful ways, women get that news in a bathroom, most of times alone in a mechanical and solitary way.

To show what it would be like to discover the result in an alternative way, we created a pregnancy test that delivers the result to man first, so he can let a woman know whether or not she is pregnancy in a more sweetest way.

Thanks to this unprecedented pregnancy test on March 18 for the first time in history a man announced to a woman they're expecting a baby, generating a debate on the most important newspapers in Italy.

This way, we want to connect with our audience in a way no other brand has ever done and pushed them to associate Tempo hankies with the most emotional moments of life too.

CREATIVE CREDITS:
Ad Agency: BBDO, Italy

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UberSearch by Proximity: Uber used car art to find a missing child in Russia




UberSearch campaign launched by Uber, Russian Ministry of Internal Affairs, Missing Children Organization and Proximity (BBDO Russia Group) helped to bring Yana home.

Uber and Proximity (BBDO Russia Group) launched UberSEARCH — an experimental way to search for missing children in a big city by placing portraits of the missing ones on cars. The campaign resulted in finding Yana, one of the missing children.

A lot of Russian car owners put attention-grabbing visual art on their vehicles, not only to show-off, but also against car thieves. Cars with artworks attract so much attention that in case they get stolen most probably they will be found. But posters of missing children and search campaigns often go unnoticed, while according to the Russian Missing Children Organization, 70% of success in search for missing children depends on finding witnesses.

Uber teamed up with Proximity (BBDO Russia Group) to use car art to attract the attention of potential witnesses and help to find children. The Russian Ministry of Internal Affairs and Missing Children Organization provided cases of three missing children. Their portraits were then placed on Uber partners cars, whose owners volunteered to help to find the children.

“In Russia, photos of missing children are often displayed in very poor quality, and traditional posters have a very limited reach. We asked artists to draw eye-catching artworks based on the photos given by the police, and instead of using airbrush and painting the cars, we used printed car stickers to place these artworks on Uber partners cars. Thus we decreased the time and money spent on production while ensuring the eye-catchiness of the artworks”, said Proximity representative.

Uber also sent out notifications through its app with the information about the UberSEARCH campaign.

In less than 2 hours after the launch the faces of the missing children appeared on the most popular Russian websites, were featured on federal TV channels and kicked off conversations and posts across social media platforms. The campaign helped the police to locate the whereabouts of Yana, one of the three missing children UberSEARCH searched for. Yana was then found and is now safe.

“Our team was very unusual, but it worked! We also received an inquiry from another transportation service to join the project on a volunteer basis”, said Dmitry Vtorov, Head of the Missing Children Organization.

In Russia, the UberSearch campaign ran as UberPOISK, ‘poisk’ being the transliteration of the Russian ‘поиск’ which means ‘search’.

CREATIVE CREDITS:
Client Uber
Head of communications in Russia and CIS — Evgeniya Shipova
Marketing manager — Kateryna Khomych, Evgeniya Tabakova, Kseniya Stepanova

Advertisitng Agency: Proximity (BBDO Russia Group)
Agency website http://bbdogroup.ru/eng/about/agency/proximity/
Creative director — Mihai Coliban
Acting creative director — Ilya Andreyev
Copywriter — Yura Kabasin
Art director — Kin Loong Lee (Sean)
Designer — Julia Belyakova
Account director — Alexander Makarovsky
Account manager — Alena Zhukova
Project manager — Anza Randriambeloson
Producer — Valery Gorokhov

Production
Illustrations — Bang Bang Studio
Videо director — Alexey Belov
DOP — Konstantin Mazov
Editing — Yurii Karih

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