JWT Brazil Make Nappy-Changing Fun

Following Mother’s Day celebrations yesterday, JWT Brazil came up with an innovative initiative to help parents change their baby’s nappies in public.

We all know how dirty public toilets can be, making them unsuitable and unhygienic for cleaning little ones. But a new campaign for nappy rash cream, Bepantol, provides parental inspiration even in the grottiest of places.

JWT transformed the brand’s OOH advertising into nappy-changing units and distributed 20,000 posters in Sao Paulo.

The colourful Pooster posters are made with anti-allergenic ink and can be accessed like hand towels, to provide practical solutions to the potty problem. And each sheet has a fun and imaginative design, so that when the babies lay on top, they take on new identities, like angels, superheros and bumble bees.

Parents can rest assured that their babies will remain clean while changing… and they can take their time (to photograph the process).

Click here to see more Mother's Day work from this year.