Ad Nut
Apr 19, 2021

Change baby's diaper to avoid mythical monsters

A BBDO campaign for Sweety mines Indonesian folklore to create three grouchy little monsters akin to babies suffering from diaper rash. Also, don't miss the funny radio ads.

Taking inspiration from Indonesian monster myths, a new campaign for Sweety Silver Pants by BBDO Indonesia and BBDO Guerrero advises parents to change their baby’s diaper "before it changes them".

The three monsters in the print advertising series, representing little ones who are upset due to wet nappies and/or diaper rash, are patterned after creatures from Indonesian folklore: The Leyak, the Genderuwo, and the Buto Ijo.

Ad Nut loves the illustrations, as well as the use of local culture. You should click to enlarge the images above and enjoy the details.

Also, don't miss the campaign's three radio ads, which feature a completely different—and quite funny—creative direction. Each one slowly builds up to the moment that...something...arrives. 


BBDO Guerrero
• Creative Chairman: David Guerrero
• Executive Creative Director: Federico Fanti
• Creative Director: Ali Silao
• Creative Director: Emman Carandang
• Creative Director: Jamie Que
• Creative Services Director: Al Salvador
• Print Producer: Zeth Pascual
• Head of Final Art Studio: Manny Vailoces
• Senior Account Manager: Lucelle Zuniga
• Senior Account Manager: Regie Ucang
• Marketing Assistant: Meda Cruz

BBDO Indonesia / BBDO Greater China
• Executive Creative Director: Syeda Ayesha Ikram
• Writer, CCO: Aricio Fortes
• Chairman & CCO: Leong Wai Foong
• Group Creative Director: Mukund Olety
• Creative Director: Moksa Jiwadana
• Art Director: Meilina Lim (Print)
• Copywriter: Beda Pandutama (Print), Danif Pradana
• FA Artist: Sugiono (Print), Soeyatno (Print)
• Head of Strategy & Business: Ezra Nathanael
• Associate Account Director: Ismaniar Kurniasih
• Account Manager: Hatiti Alfianti
• Account Executive: Hafizh Baihaki
• Senior Producer: Devithia Marpaung (Radio), Fikri Damis
(Radio),Irma Rahmawaty (Print)
• Producer: Siti Syarah Reyma (Print, Audio & Placement)
• Senior Marcom Director: Aviani Primasari
• Senior Marcom Executive: Natalia P Handayani
• Marcom Executive: Tiara Jasmine
• Media Relation Manager: Katrina Hutagaol
• Executive Assistant: Dian Kameswari
• Managing Director: Talha Bin Hisaam

Third Parties
Print Works
Photographer: Illusion CGI Studio
Illustrator: Illusion CGI Studio
Production Company: Illusion CGI Studio

Radio Works
Audio production & English VO Take: Network BBDO, South Africa
Sound Engineer: Greg Canning
Integrated Producer: Caroline Switala (Network BBDO, South Africa*)

Bahasa VO Take: Cut2Cut, Jakarta Indonesia

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

Related Articles

Just Published

1 day ago

Southeast’s Asia’s top 50 brands 2024

Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.

1 day ago

June APAC advertiser of the month: Lazada

Lazada dominates ad awareness in Singapore with an impressive surge, backed by a creative multi-channel campaign and blockbuster 6.6 sales event.

1 day ago

Asia-Pacific Power List 2024: Boonthida Ratanavilaik...

When it comes to delivering effective marketing with a socially responsible approach, this logistics industry veteran delivers.