Cannes Lions

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BBDO CHINA, Shanghai / KIMBERLY-CLARK SOFTEX INDONESIA / 2021

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Execution

The radio spot creates anticipation, mimicking the arrival of something extraordinary, like a tornado. However, at the end of the build-up, comes a twist: the only thing arriving is a baby’s poop. The messaging is clear, they won’t make an announcement, so check your baby’s diaper frequently to avoid diaper rash.

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