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Huggies 'Little bundle of laughs' campaign

JWT Entertainment, the content production unit set up by JWT London earlier this year, has created its first project.

The campaign is for Huggies and will form part of a branded content initiative for the baby products brand. The concept for Huggies is based on the insight that laughter relieves the stresses of parenting, and the agency will edit and distribute footage from the stand-up comedy event called ‘Huggies Little bundle of laughs’. This process is being handled entirely by the agency’s branded entertainment unit.

‘Huggies Little bundle of laughs’ was made up of stand-up performances from Ardal O’Hanlon (Father Ted, My Hero), Kerry Godliman (Michael McIntyre’s Comedy Roadshow) and a heavily pregnant Lucy Porter (Have I Got News for You, Mock the Week) and took place on 10 August 2010.

The event is the first to be produced by JWT Entertainment. The audience at the show included celebrity mothers such as Radio 1 DJ Edith Bowman, ex-Steps singer Lisa Scott-Lee and football WAG Danielle Lloyd.

It was also made up of competition winners following a contest across a number of parenting websites. The event brought to life Huggies new brand idea, created by JWT, which is about celebrating the realities of parenthood through humour.

Proceeds of the live event were donated to the baby charity Tommy’s. 3-5 minute clips, taken from the show, will be hosted exclusively on its Huggies Club website every two weeks, from the week commencing 30 August. Each clip will carry a theme such as breastfeeding and contain of material for both mums to be and new mums.

The clips will then be distributed online on the brand’s YouTube channel as well as on Facebook and will be supported by online banners, created by JWT.

There will also be a ‘behind the scenes’ film. JWT Entertainment was set up in February to produce all forms of branded entertainment as part of an effort to introduce content production at the beginning of the creative process.

The unit is headed by Dean Baker and global creative director Jaspar Shelbourne.

Carrie Stanley, European Marketing Manager, Brand Communications for Personal Care at Kimberly-Clark said: “Huggies wants to celebrate the real world of pregnancy and parenting, and working with JWT Entertainment and the three excellent comedians to develop exclusive comedy material all about these realities has been a fantastic experience. The live show itself was a great success with very positive feedback from the audience.”

She added: “Our aim now is to seed the filmed content online and encourage mums-to-be and new parents to share it widely, establishing Huggies as a brand that really understands mum’s real world. It celebrates the ups and the downs that come together to make up the wonderful daily journey of parenting.”

Dean Baker, head of JWT Entertainment said: “We created the campaign based on the idea that people are concerned about parenthood and when they begin to talk about their experiences the laughter helps relieve the tension they might be feeling. The digital element is an important mechanism of the overall campaign. Through the digital distribution of exclusive content we will maintain interest, whilst keeping it fun and relevant.”

He added: “JWT Entertainment can produce all forms of branded entertainment, which allows us to create bespoke content for the client, to reach the appropriate audience with the appropriate ‘best in class’ production partners. By bringing advertising and entertainment together we will engage with consumers like never before.”

Online users can access the exclusive clips first on the Huggies®Club, where they can sign up for free for coupons, exclusive competitions and other updates. This will be the first of a series of JWT Entertainment initiatives. More projects are in the pipeline for other clients and will be unveiled later this year.

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