Make A Doody In Denim: Huggies Launches Jean Diapers

Huggies is upping their fashion quotient (after all, they now have to compete with Ed Hardy diapers) with the US launch of Little Movers Denim Jean Diapers, a diaper with a printed pattern of simulated denim that includes stitched seams and back pockets. The stylish disposables have already been around in several other countries, including Israel, Mexico Singapore and Russia.


above photo courtesy of Baby Gaga.

To help launch the new product, JWT New York has created a new 30 second television spot. The tv spot doesn't mince words, instead they give us the straight poop, so to speak.


above: the tag line shown was considered too risqué for some networks, believe it or not.

The New York Times says:

While the jeans diaper commercial, which is scheduled to run on May 31, was accepted by 13 networks, including NBC, TNT and E!, three others, ABC, ABC Family and Sprout, objected to screen text at the end of the spot that included the word “pooping,” according to Huggies. (The brand did not seek to advertise on either CBS or Fox.) For those networks, the text was changed to, “When you gotta go, go in style.”

Below is the launch spot for Huggies Little Mover Jeans in Denim, which has the tagline "I poo in blue".



Credits:
Agency: JWT, New York
Chief Creative Officer: Ty Montague
Client: Huggies
Chief Creative Officer: Harvey Marco
Executive Creative Director: Walt Connelly
Creative Director: Richie Glickman
Art Director: Grant Mason
Copywriter: Richie Glickman
Copywriter: Kevin Mulroy
Planning Director: Lauren Turner
Planner: Libby Schaub
Director of Integrated Production: Clair Grupp
JWT Director of Production: Matthew Anderson
Producer: Kristen Barnard
Director of Operations: Jean Dabrowski
Project Manager: Lani De Rose



The press release:
Kimberly-Clark Corporation (NYSE: KMB) today announced the nationwide availability of the limited edition Huggies Little Movers Jeans Diapers – a unique, fun and stylish denim-inspired fashion for babies during the summer months.

The new diaper is the first of its kind available in the United States and is available nationwide for a limited time from June through July 2010, where diapers are sold.

"Jeans have always been a Mommy fashion must-have, but now it's time for their little ones to steal the style," said Stuart Schneider, senior brand director of Huggies. "The design helps babies stay trendy while keeping dry with the same revolutionary design and proven leakage protection that moms have come to know and trust from the Huggies brand."



Huggies Jeans Diapers feature a fashionable blue denim design, providing parents and little ones everywhere with a trendy way to express their personal styles. First launched in Israel in 2007, Huggies Jeans Diapers have been a success in more than 20 countries around the world including Russia, South Korea, Mexico, Singapore and many more.

"Following the success of our global Huggies brand teams, we're inviting consumers to engage with the Huggies brand in the same way they would engage with a fashion brand they love," said Schneider. "From baby fashion shows to celebrity partnerships, we're challenging moms to look at diapers in a whole new way."



above: babies rocking the new diapers at the New York Launch Event

The release of the fashion innovation in North America will include a comprehensive integrated marketing program that will stop moms in their tracks and inspire them to purchase Huggies Jeans Diapers. Utilizing the same tactics as a fashion brand, the team is incorporating a mix of marketing elements that include fashion shows, celebrity partnerships, social media, public relations, digital and e-commerce partnerships, TV, mall and Internet advertising, as well as highly visible and unique in-store displays and cross promotions.



Huggies Jeans Diapers are available in three sizes, from size 3 (16-28 lbs) through size 5 (over 27 lbs) for a manufacturer's suggested retail price of $9.59 for a jumbo pack and $19.99 for a big pack (diaper count varies based on diaper size).

Video and agency credits courtesy of Creativity Online.

Design That's Up To Par. La Bolleur's Mini Golf Course.

La Bolleur's mini golf club, a constructed nine hole course with a clubhouse and bar, has been traveling abroad. The installation by the multidisciplinary design group ( who won the Dutch Design Award in 2009 for their excellent method of communicating their brand), most recently appeared at Milan Design week and at Zona Tortona.














A little background:
Five years ago Timon van der Hijden, Zowie Jannink and Steie van Vugt decided to change the scene at La Bolleur - a former brothel in the city of Eindhoven. They literally transformed the lounge and made it their own by undertaking major creative projects which the city of Eindhoven never experienced before.

Since its inception, they've added five members to the collective; Cris Bartels, Bram Burger, Ivo J. Daniëls, Mark van Gennip and Frank Winnubst.

With their 'hands-on' mentality, the multidisciplinary collective has appeared in many events all over the Netherlands and exhibited at the 'Salone del Mobile' in Milan.

La Bolleur
images and info courtesy of La Bolleur and Timon van der Hijden

The Safe House In Poland Is A Modern Fortress With Sliding Walls.

It looks like a modern fortress and is built as such. The Safe House by architect Robert Konieczny of Polish architecture firm, kwk promes, is a giant concrete cube whose walls were designed to move. The house was recently a shortlisted entry for the 2009 World Architecture News Awards.







The House is situated in a small village at the outskirts of Warsaw. The surroundings are dominated with usual 'polish cubes' from the sixties and old wooden barns. The most essential item for the clients was acquiring the feeling of maximum security in their future house. This objective determined building's outlook and performance.





The body of the building is a cuboid in which parts of the walls are movable. When the house opens up for the garden, eastern and western side walls move towards an exterior fence, creating a courtyard. After passing the gate one cannot enter the house or the garden any other way but through the main door, waiting in that safety zone, for its opening. The innovation of this consists in an interference of the movable walls into the urban structure of the property. Consequently, when the house is closed (at night for example) the safe zone is limited to the house's outline. During the day, as a result of opening of the walls, it extends to the garden surrounding the house.





Even the staircase is built to be concealed until use:




Accomplishment of this idea required a lot of technically complex solutions. The sliding walls (both 2.2m high, 15 and 22m long) are not the only mobile elements of the building. Apart from these, there are large shutters – all 2.8m high, with width ranging up to 3.5m, and a drawbridge, leading to the roof terrace above the swimming pool.





A giant roll-down gate closing the southern elevation also functions as a movie projection screen. All the movable elements are based on built-in electric motors. The whole building is a concrete monolith, while its mobile parts – for the sake of considerable size – are light steel frameworks filled with mineral wool. As a result, the building is excellently insulated when closed. The whole house and all movable elements are finished with waterproof alder plywood. It resembles wood widely found on surrounding houses and barns, which makes it fit well into the landscape.





Once the house opens, the interior merges extensively with the garden. Wide glazings behind the movable walls let the building acquire energy during the day, in order to store it at night, when the house is closed.







This proceeding repeats every day – the house wakes up every morning and closes up after dusk. Such routine reminds processes occurring in nature – the house resembles a plant in its day and night cycle. (text description courtesy of world architecture news)

Construction and materials

The construction is a concrete monolith. Only the movable elements are made in light steel structure. Both concrete and steel walls are insulated with rock wool, and covered with 15 mm slabs of waterproof alder plywood, that was stained to darker tone, in order to make the house look alike the other buildings in the surroundings. The fence, that unites with the movable walls, is the same 2.2 m high, and is covered with an identical dark plywood. The interior, to stay in contrast, is kept in white. The floors are made of concrete and whitewashed oak. The walls and ceilings are finished with concrete and whitewashed cement plates.


above: architect Robert Konieczny of KWK Promes

location: Okrzeszyn, near Warsaw
client: private
architect: Robert Konieczny - KWK Promes
collaboration: Marcin Jojko

site area: 2500 m2
usable floor area: 566,51 m2
volume : 1719 m3
design : 2004
construction : 2005-2008


kwk promes architects

Vintage Style DC Comic Posters By Michael Myers Jr.

Just last week I introduced you to the illustrated LOST characters by artist Michael Blaine Myers, Jr. Now, I wanted to show you his beautiful posters of various DC comic book Superheroes. From Aquaman to Wonder Woman, they are rendered in a style that is simultaneously both vintage and modern. Simply beautiful, they may actually be available for purchase soon.