Cannes Lions

Lily kids

GITAM BBDO, Tel Aviv / KIMBERLEY CLARK / 2018

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Overview

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Credits

Overview

Description

Our creative idea was to invent a new product – toilet paper for kids with multicolored rolls, that turn into fun creations. we published a site with dozens of DIY videos, teaching kids how to make creations from the paper rolls in just a few simple steps.

Our target audience were kids, but we know that parents are the ones that buy the product, so we advertised it as a fun quality time for kids and parents together.

To boost the project, we teamed up with the most viewed children's channel in Israel – nick junior, and we have invited kids to send us pictures of their creation, and the best ones were animated into interludes between the shows.

Execution

The only material we used, is our own product – the paper roll inside lily's toilet paper.

We painted the rolls in dozens of colors and patterns, and instructions were published on our website.

The consumers created thousands of bees, dogs, pirates and many more dolls, using our product and everything else they desired. Scissors, glue, clips, and glitters. But in the essence of every creation, stood lily's paper roll.

Except of changing the colors and the patterns, we added noting to our product, but found a creative use for our product's waste.

Outcome

all stock inventory was snatched from the shelves in under two weeks.

{In an 8M people state:}

The DIY videos reached over 122,000 views.

More than 10,000 kids sent us their creations

We created 10 videos using kid's best creations and broadcasted them as animated interludes on "Nick Junior" channel

Most importantly, we managed to turn a product kids don’t like, into one they just can't get enough of.

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