Huggies DryNites – Dream Big

The stigma of bedwetting creates embarrassment for both children and parents alike. So we created a campaign for Huggies DryNites that transformed a product specifically designed for bedwetting, into an opportunity for children and parents to experience a little bit of magic.

A TVC was followed by an online campaign that asked parents to give their child an uninterrupted night’s sleep with Huggies DryNites, to allow their imaginations to run wild and dream big. We then asked parents to upload drawings of their children’s dreams – for a chance to bring them to life.

Hundreds of dreams were uploaded, and some of the drawings were transformed into unique plush toys that were delivered to the children who dreamt them – transforming our product benefit into something that children would treasure forever.