09 / PANDEMIC PIVOTS

JOHNSON'S KIDS, JOHNSON&JOHNSON

IDEATION, COPYWRITING

PROTECT THE JOY OF PLAY

Responding to the sudden change in customer preferences due to the COVID-19 pandemic. With tight timelines and even quicker turnarounds. Plus pandemic restrictions on production to boot.

01/ THE CHALLENGE

Johnson's Powder lost relevance when the COVID-19 lockdown happened. With kids forced to stay indoors, parents didn't really see the need for a product to keep them fresh, prioritizing antiseptic products instead.

02/ THE INSIGHT

Play is still critical for a child's development and happiness. Even during the pandemic, it is something worth protecting.

THE IDEA

SHIFT THE NARRATIVE. APART FROM PROTECTING OUR KIDS FROM COVID, IT'S AS IMPORTANT TO PROTECT THE JOY OF PLAY.

09 / PANDEMIC PIVOTS

JOHNSON'S KIDS, JOHNSON&JOHNSON

PROTECT THE JOY OF PLAY

Responding to the sudden change in customer preferences due to the COVID-19 pandemic. With tight timelines and even quicker turnarounds. Plus pandemic restrictions on production to boot.

01/ THE CHALLENGE

Johnson's Powder lost relevance when the COVID-19 lockdown happened. With kids forced to stay indoors, parents didn't really see the need for a product to keep them fresh, prioritizing antiseptic products instead.

02/ THE INSIGHT

Play is still critical for a child's development and happiness. Even during the pandemic, it is something worth protecting.

THE IDEA

SHIFT THE NARRATIVE. APART FROM PROTECTING OUR KIDS FROM COVID, IT'S AS IMPORTANT TO PROTECT THE JOY OF PLAY.

With #ProtectTheJoyofPlay, we put the spotlight on how lockdown meant kids were separated from their playmates at school. But the best playmate is still there with them at home, their parents. We encouraged moms and dads to continue playing with their kids and ensuring they can continue playing while being protected from germs and irritation with Johnson's Powder.

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