Title | IT'S TIME FOR A CHANGE |
Brand | MYPURA.COM |
Product/Service | BABY 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
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.