MANILA – Johnson’s Baby have been busy teaching moms the bad side of sharing with a one-of-a-kind digital book created by BBDO Guerrero.
At first glance, “The Sharing Story,” featuring the colorfully illustrated characters drawn by Dan Fajardo, is all about the upsides of sharing. But hidden on its pages are texts that can only be seen using special DIY glasses.
What’s not to share? According to Johnson’s, it’s soap – a practice widely seen as unsanitary in some cultures. The brand then seized the opportunity to flaunt the benefits of Johnson’s Milk Bath. It’s in liquid form so you don’t actually share a bar of soap, plus it has nutrients that are said to do wonders for growing skin.
There’s a different side to every story, even when it comes to sharing,” says Crismer Tiria, Johnson’s Brand Manager. “With this campaign, moms and kids can learn about sharing together, while learning different things.”
In addition to posters online and on-ground activations, BBDO Guerrero also animated Fajardo’s work in two 30-second spots on YouTube.
The glasses are included in the digital book but parents have the option to make a real one. The last pages of the book include blueprints that can be printed and, with some school supplies on hand, assembled with the family. The book is currently online via Tumblr and in select stores, with the glasses already on hand.
