The campaign concept is based on communicating the feeling of “comfort and protection”.  I have used a cloud in all our artworks to symbolize that extra comfort. I want to position the Essence baby diapers as the best choice for any baby.

 

The copy uses emotion to communicate the bond between the mother and baby. It communicates the Essence diaper as giving your baby all day comfort and protection so you can spend quality time with them. I have used headlines such as:

 

·       Making Every Moment Magical

·       For Those Precious Moments

·       Your Baby Deserves the Best

·       Happy Babies Make Happy Mums

 

I have consistently used a cloud across all our artworks to symbolize the extra comfort given by Essence Diapers.

I have included an emotional element in our images by using mother and child as well as father and child. I want to show the unbreakable bond between a parent and a baby and to communicate that a parent who wants the best for their baby will use Essence diapers.