Sophie Chen
Nov 1, 2012

Babies get busy at bad times in BMF campaign for ALDI’s Mamia range

AUSTRALIA – BMF’s new campaign for ALDI’s Mamia range of nappies shows babies pulling “that face” at the most inopportune time to show that Mamia is 'Ready when you're not'.

Aiming to raise awareness of the Mamia brand, the campaign kicked off last Sunday with TV, print, catalogue and online advertising across Kidspot, Mother & Baby and Birth websites.

The agency said the biggest challenge in creating the campaign was to come up with an insightful but powerful idea around babies with a fresh approach. The team shot the ad in two days, with 12 different babies, and picked the best four faces.

“When you’re a parent, you know real life is far from the happy, phoney images you usually see in nappy ads," said BMF joint ECDs Carlos Alija and Laura Sampedro. "We hope this campaign, along with our upcoming campaigns, show ALDI as a brand that relates to real people and their sense of humour.”


Managing partner Steve McArdle
Executive creative directors Carlos Alija & Laura Sampedro
Head of art Sian Binder
Art director Jason Hilzinger
Copywriter Kevin Lai
Planning Alison Tilling
Director Scott Pickett
Production company Jungle Boys
Post production Jungle Boys & Method Studios
Online Dave Mosqueda
Agency producer Esta Lau & Greg Fyson
Editor Paul Swain
Photographer Toby Burrows @ The Kitchen Creative Management
Producer Lee Thomson
Art buyer Basir Salleh
Music & sound production Sound Reservoir
Digital project manager                Clayton Thomson
DoP Geoffrey Simpson
Business lead Samuel Viney
Account director Nicki Fazal
Account executive Jodie Lenne


Campaign Asia

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