The campaign is about to announce the new super-absorbent surface of Prima. So, the way we follow is to transmit the message is being emotional to parents and to take place in memories in a memorable way.
We used the song “Hüüp diye içine çek beni”, which means “absorbs into like hüüüp“ as our jingle. It is known as a song that Tarkan, the most successful Turkish pop singer of all time, sings. So, it is memorable enough to take place in memories.
For the emotional side of the story, we made a collaboration with the Skin Health Association and we told parents that if the diaper cannot absorb pee, your baby’s skin absorbs it and it is quite unhealthy.
Finally, positioning the father as the hero parent of a baby diaper film we are taking attention to equal responsibilities of baby caring and overall gender equality.