URBAN BABIES

TitleURBAN BABIES
BrandKIND EN GEZIN
Product/ServiceOUTDOOR PLAYING
Category D03. Special Build
Entrant LDV UNITED Antwerp, BELGIUM
Idea Creation LDV UNITED Antwerp, BELGIUM
PR LEWIS Antwerp, BELGIUM
Credits
Name Company Position
Kristof Snels LDV United Executive Creative Director
Thomas Thysens LDV United Art Director
Tomas Sweertvaegher LDV United Strategic Director
Jeffrey Uten LDV United Design director
Johan-Lou Verwimp LDV United Copywriter
Niki Desiron LDV United Designer
Johan-Lou Verwimp LDV United Copywriter
Zita Theunynck LDV United Copywriter
Evi Messagie LDV United Account Executive
Marieken Maes LDV United Account Director

Write a short summary of what happens in the ambient or digital execution or campaign.

We wanted to convince Belgians of the importance of outdoor playing for toddlers and babies. To get the necessary press attention, we’ve decorated 2 major cities with street art featuring 100 urban babies, all this in just one night. Aside from our first 100 babies, we also asked for the support of the nurseries and childcare providers in Flanders. We sent all 7.800 of them an #urbanbaby sticker to decorate their facades with. Afterwards, we made customised walking routes along the #urbanbabies, which were shared on Flanders' biggest tourism site. Our art approach worked and we got covered in every major newspaper, and even on radio and national television.

Cultural/Context information for the jury

From the front door to the car and from the car to the entrance of the daycare center-- for many children, these are the only moments during the day that they spend outside. As such, these inside-outside babies are quickly becoming real indoor babies. Child and family, a Belgian governmental organisation that supports young parents and nurseries, thinks that’s a pity, because playing outside is fun, healthy and important. But how does one convince mom, dad and babysitter to actually take their children outside more often?