Cannes Lions

HUGGIES

LITTLE LAMB FILMS, Mumbai / KIMBERLEY CLARK / 2012

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The film is based on behavioral patterns of toddlers when they begin to explore everything around them and see how people respond. Here, in this film, a toddler discovers his mom's shadow and gives it a playful chase. Mom turns the tables around and shows him his own shadow. What follows are magical moments where the baby discovers his own shadow and learns how he can control it. But his discovery is interrupted as he pees in his cloth nappy and instead of exploring more of this new shadow play he starts playing with the puddle of pee he is sitting in. Huggies diapers are introduced in the product window and in the comeback sequence we see the baby taking his learning to an all new level where he identifies his mom’s shadow on the wall, goes on to kiss it and turns around to see her reaction. The film signs off with the voice over that says 'Huggies keeps babies away from pee wetness allowing them to explore the world.'

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