Campaign for 21Grams and CDC
The creative concept highlights a simple insight: parents carefully protect their children from visible risks but cannot control what they cannot see — the air. Each execution uses familiar objects from everyday parenting, such as baby food, stroller accessories, and home safety tools, to illustrate the idea that one important protection is often overlooked. The goal is to prompt parents to think about measles vaccination as part of their child’s safety.
Campaign for Huckleberry
The “Right Nap at the Right Time” campaign targets first-time mothers with babies aged 0 to 12 months who struggle with their child’s sleep and feel overwhelmed by conflicting advice. The communication goal is to shift parents’ perception from “my baby is difficult and won’t sleep” to “my baby is simply overtired and needs the right timing” and encourage them to download Huckleberry as a reliable, data-driven solution. The business goal is to increase app downloads and active usage among first-time parents.