Johnson Baby - "Family Arms"

Publicis Sapient

Publicis Sapient Boston, United States

8433

Title	Family Arms
Agency	Publicis Sapient
Campaign	Family Arms
Advertiser	Johnson & Johnson
Brand	Johnson Baby
Date of First Broadcast/Publication	2014 / 6
Story	JOHNSON’S® baby was sponsoring the FIFA World Cup in Brazil and asked us to create a campaign that could make the link between a baby brand and the soccer event. “Family Arms” was a real-time marketing activation on Facebook, where people submitted their last names and our team created a personalized coat of arms for them. If the name had a meaning (e.g.: “trigo” is a common last name in Brazil, which means “wheat”), we drew a special icon that represented it (e.g.: a wheat stem ). To enable the production, we previously created 50 templates, that could be personalized upon each request. In only 7 hours, without any investment on media, the campaign reached more than 250.000 people organically. We produced more than 5.000 coat of arms and people spontaneously changed their profile pictures to showcase theirs.
Media Type	Case Study
Length	80 seconds
Worldwide Chief Creative Officer	Gaston Legorburu
Chief Creative Officer	Marcelo Tripoli
Creative Director	Tiago Lucci
Copywriter	Ricardo Miller
Copywriter	Ana Mangeon
Copywriter	Ana Negrao
Art Director	Natalia Pery
Art Director	Bruno Santos
Art Director	Renato Silveira
Art Director	Jorge Junior
Head of Content	Gabriela Terra
Account Director	Flavia Denser
Account Manager	Paula Rocha
Project Manager	Roberta Melo