Johnson’s has been manufacturing baby products for over 120 years. The baby smell that we know so well was a creation from Johnson’s. But, how do we convey this powerful act to the consumer in an interesting manner?

We came across a woman who was trying to get pregnant and we arranged so that when she got pregnant, she would tell her husband in a different way: she’d hand him an empty gift box – it only contained the smell of a Johnson’s product, the world’s most famous baby smell.

And that is what happened; Through the baby smell in a completely empty box, he got the best present in the world: fatherhood.

This incredible moment became our film.

To implement this idea, some months were necessary to find real couples who were trying to get pregnant, taking into consideration the campaign launch date, which was in April. So our search began in November.

We began to monitor some couples who were in the process of trying, until three of them became pregnant and were all filmed in the same way: with the empty gift box containing the smell of a Johnson’s product. Among all the material recorded, we chose the couple that had the best interaction and the one where the husband had the best reaction, more aesthetic and emotional.

The film was aired on TV, at first only in the southern region of the country, but due to the success of the campaign, it will slowly be implemented all over the national territory.

A film that had great impact on men and women of all ages, couples that intended to have kids, those that don’t have any and even those who are already parents.

With this film, Johnson’s once more raises its expertise as the leader brand in sales and shows how it understands the deep relationship between mothers and their babies.