Cannes Lions

Behind The Door

OGILVY TORONTO, Toronto / KIMBERLEY CLARK / 2018

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Film

Overview

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Credits

Overview

Description

To convince moms how deep Huggies’ commitment to hugs ran, we created a film that went behind the closed door of Nanaimo General’s isolation nursery. “Behind The Door” captured Huggies No Baby Unhugged hospital volunteers helping to ease the pain of babies born with drug addiction.

As these tiny patients were going through the unbearable process of withdrawal from drugs such as fentanyl and heroin, we captured hugs doing what no medicine or machine could to lessen their anxiety, tremors, sleeplessness and inability to gain weight. Hugs even helped end their unbearable high-pitched screaming.

Our film was centered around the gut-wrenching story of Gillian, a grandmother whose drug- addicted grandchild was healed by the hugs she received at Nanaimo General. All dialogue is unprompted and unscripted.

We released our online video on Huggies’ Facebook page to commemorate International Hugging Day.

Execution

Our “Behind the Door” film was released on Huggies’ Facebook page before International Hugging Day, an emotionally-charged moment that we knew would especially resonate with our key target: third trimester moms. We knew that third trimester moms not only care deeply about the health of their own babies, they are deeply sympathetic toward the health and well-being of all babies.

“Behind the Door” was published by the brand, amplified with paid media from January 15th to February 9th and shared out by influencers. No Baby Unhugged’s expansion to Nanaimo General Hospital was also picked up by the press.

Outcome

In only a few weeks, “Behind the Door” garnered over 2 million video views and over 7,000 shares, resulting in the highest organic reach of all time for our brand on social. We received a remarkable outpouring of support through thousands of comments from our expectant and new mom target, 100% of which were positive. (Yes, there was not even one negative comment.)

“This is amazing. Melts my heart to know such an amazing program like this is there for beautiful babies in need. I hope one day all hospitals have this program and I would love to be a part of it if I could” – Christa Phillips

“I think this is such an amazing program. Every baby deserves to be loved and held. I would love to see this program in St John’s, Newfoundland. I would volunteer my time.” – Stephanie Locke

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