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Smooth move

Integrated / Video






The insight

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Introducing Johnson’s CottonTouch, J&J’s first foray into the mass premium market which they have not participated in before. J&J competes in the mass market with the original Johnson’s baby brand, they participate in the premium market with Aveeno baby and Petite planet. This is why CottonTouch is such an important new product for J&J.




The challenge

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Johnson’s has relaunched a new look, new formula and a new packaging for all its baby products and we were tasked to reintroduce the product, its transformation and to convince Mothers to “Choose gentle” through simplifying their science demos and creating relatable influencer demos.






The idea

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The concept of "Smooth move" revolves around the effortless gliding of a silky ribbon on well-moisturized skin. This gliding action serves as a measure of the skin's smoothness and hydration. The ease with which the ribbon moves over the skin determines the product's ability to minimize residue and greasiness, ultimately enhancing its breathability. For instance, the Cotton Touch variant, with its low residue content, promotes better skin breathability. Additionally, the inclusion of the silky ribbon element adds a touch of luxury and premium appeal to the overall product experience.




The execution

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We started with experimenting the idea in-house and elaborate it on a storyboard.










The final

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The original brief we were tasked to do one demo video for one product, presented in English.




With the success of one product we were commisioned to adapt this concept to another product in China as well.




Regional Creative Director: Ken Choo
Creative Director: Errol Tan
Copywriter: Sansan Cheong
Art Directors: Sebastian J Ng

Sebastian & his baby, Brandon

Home | All projects | Sebmagine

Meet Sebastian, a creative feline who loves telling stories through 360 experiences, visually and conceptually. After obsessing over digital and print designs for three years at LASALLE, College of the Arts, he found his ultimate playground in the world of advertising and design, where endless possibilities await him. With an impressive client list that includes big brands like Singtel, Canon, Laneige, Unilever, and HSBC, Sebastian has proven himself to be a master of his craft.

When he's not busy crafting his next masterpiece, you might catch him bouncing on a trampoline or furiously cycling in a spinning studio. And of course, he loves nothing more than a good story, no matter the form it takes, whether it's through food, music, movies, fashion, or even a well-designed workout session.

Achivements


2023 


Gold / Markies Awards / Best Experiential Marketing 

[Singtel 5G Powers All You Love, Everywhere]

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2022 


Gold / L&E Awards / Best Use of Relationship Marketing B2B
Gold / L&E Awards / Best Use of Technology
 Silver / Markies Awards / Most Creative – B2B Marketing
Bronze / Markies Awards / Most Creative - Communication / PR

[Singtel 5G(SA): Making The Future A Reality]


Gold / Markies Awards / Content Marketing
Gold / L&E Awards / Best Use of Integrated Media
Silver / L&E Awards / Best Use of Experiential and Live Marketing
Bronze / Markies Awards / Most Creative - Integrated Media

[Power Up with Singtel 5G]

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2021


Gold / Markies Awards / Most Creative – Specific Audience
Silver / L&E Awards / Best Engagement Strategy - Specific Audience

[Singtel Seniors Go Digital]


Silver / L&E Awards / Best Use of Integrated Media
Bronze / Markies Awards / Most Creative – Integrated Media

[Singtel X iPhone 12 Launch – Celebrate New Firsts With Singtel]