IT'S TIME FOR A CHANGE

TitleIT'S TIME FOR A CHANGE
BrandMYPURA.COM
Product/ServiceBABY WIPES
Category A03. Casting
Entrant FCB INFERNO London, UNITED KINGDOM
Idea Creation FCB INFERNO London, UNITED KINGDOM
Media Placement MEDIA AGENCY GROUP London, UNITED KINGDOM
Media Placement 2 DIGITAL MEDIA TEAM Manchester, UNITED KINGDOM
Production OUTSIDER London, UNITED KINGDOM
Post Production FINAL CUT London, UNITED KINGDOM
Credits
Name Company Position
Owen Lee FCB Inferno Chief Creative Officer
Sharon Jiggins FCB Inferno Chief Marketing Officer
Kris Wheater FCB Inferno Associate Creative Director
Jono Owens FCB Inferno Associate Creative Director
Kirsten Barnes FCB Inferno Senior Account Director
Lara Ashman FCB Inferno Senior Account Manager
Sam Jansen FCB Inferno Junior Creative
Suraj Chauhan FCB Inferno Junior Creative
Laura Pirkis FCB Inferno Strategy Partner
Sam Zamani FCB Inferno Integrated Strategist
Livvy Tidd FCB Inferno Producer
CC Clark FCB Inferno EVP Comms EMEA
Sami Westwood FCB Inferno Associate PR & Influencer Director
Laura Hall FCB Inferno Influencer Director
Laura Hall FCB Inferno Influencer Director
Laura Greenslade FCB Inferno Social Media Manager
Hannah Meneer FCB Inferno Comms Executive
Alvaro Ramirez FCB Inferno TVC Director
Russ Mallows FCB Inferno Creative Producer
Richard Bagley FCB Inferno Head of Studio
Chris Balmond Outsider Director
Denize Belingy Freelance Publicist

Write a short summary of what happens in the film

Babies of the UK have discovered that a shocking 90% of wipes contain plastic. They’re not happy. And they’re demanding a change. They want biodegradable, plastic-free wipes that are kind to the planet as well as their bottoms, and in this film we see a diverse range of UK babies talking directly to adults to demand them!

Cultural / Context information for the jury

In the UK, parents are constantly shown a sanitised world of ‘perfect’ babies, parents and products by baby-care giants such as Pampers and Huggies. But it’s not real. What’s real is 90% of the 11 billion wipes used in the UK every year actually contain plastic, and the big baby brands are some of the biggest offenders. Pura is a new challenger baby brand, born to expose these realities and offer better alternatives.

Tell the jury about the casting process.

Pura’s strategy was to challenge the status quo of the baby care industry, and our casting was no exception. We shattered the ‘perfect world’ illusion created by the big brands by casting real babies from real families for our launch campaign – including, for the first time ever, children with Down’s Syndrome. Down’s Syndrome affects one in every thousand babies in the UK. Yet a Down’s Syndrome child has never featured in broadcast advertising for any UK baby brand, until now. Because Pura believes that every baby is perfect, whoever they are, and however they are.