ADVERTISING & CONTENT
Bedwetting and neurodiversity are stigmatized enough, so we made possibly the first brand ad campaign to feature autistic actors playing…just the normal kids they are.
Goodnites asked us to make ads marketing to parents of neurodiverse kids who they’d noticed buy a good deal of their bedwetting underwear. Our approach was to do as much research as possible to avoid making ads that hurt more than they helped. We partnered with the American Autism Society to get their recommendation and in the end landed with autistic child actors and their real parents.
Instead of focusing on the problem of bedwetting, we depicted real moments of good days parents share with their kids - taken straight from research verbatims. We used a reverse slowmo effect to tell this story from beautiful loving moments back to the product helping make them happen.
Agency \\ M Booth Health
VP, GM Creative Director \\ Ryan Murphy
Associate Creative Director \\ Liz Kim
Associate Creative Director \\ Melissa McCarthy
Producer \\ Brian Wheeler
Director \\ Maya Albanese
Production House \\ Greencard