Cannes Lions

THE GREATEST GIFT

JWT, Sao Paulo / JOHNSON & JOHNSON / 2014

Awards:

1 Shortlisted Cannes Lions
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Case Film
Supporting Content
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Overview

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Credits

Overview

Description

Johnson & Johnson work worldwide with their care platform based on their global concept “Care inspires Care.” For Christmas 2013, the company wanted to remind people how powerful care can be. For this, we needed content which was sufficiently relevant to touch people’s hearts, encouraging them to share it online. But during Christmas the internet is awash with promotions and discounts along with desperate parents trying to find that perfect gift for their children. Faced with this scenario the solution was simple: show parents that the best present you can give at Christmas is the one you can’t buy: care. And the format was even more genuine: we carried out an experiment with hidden cameras involving children and a little monkey doll in a kindergarten. First, we told them that the monkey was sick. Then, we filmed the children’s response and showed it to their parents. What they saw were a series of caring acts carried out by the children. Showing them just how important care is. Because when you care for your children, they spread this care to the world.

Execution

The campaign was launched in the run up to Christmas. It lasted for three weeks and took place exclusively on the internet.

Outcome

The video had more than 9 million views (YouTube + Facebook); more than 200 thousand shares on Facebook and was the second most viewed brand video in Brazil. As if that wasn’t enough, it was the video with the highest rate of engagement in the history of J&J worldwide.

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