The Welcome Symphony
Johnson’s Baby
Issue 32 | September 2014
Agency
DM9DDB Sao Paulo
Creative Team
Creative VP Marco Versolato Creative Directors Leo Macias Zico Farina Creative Team Leo Macias Zico Farina Samyr Souen Ricardo Salgado
Production Team
RTV Gilberto Pires (Gibinha) Art Buyer Clariana Costa Alessandra Salles Production Company AD Studio Cinematographer Le´o Kawabe
Other Credits
Account Service Melina Balassanian Client Approval Andrea Bo Fernando Guerra Marko Setti
Date
April 2014
Background
Johnson & Johnson wanted a campaign to launch a few weeks before Mothers' Day, reinforcing the values of Johnson's baby products with expectant mums.
Idea
"Life's Symphony" was a campaign that paid homage to mothers by taking three pregnant women and giving them the unique experience of listening to the heartbeats and sounds of their bodies and their babies first stirrings captured and turned into music.
The ultrasound day was very important to pregnant women. It was when the scan allowed them both to see and hear the development of their babies.
All of the information captured by Dr. Andrea de Barros at the Albert Einstein Hospital was interpreted by physicist/mathematician Paul Bedaque before being turned into a musical score by composer Jarbas Agnelli.
The mothers were then invited to a studio to watch and listen as an orchestra played their baby's music.
Results
The English version of the video on YouTube has had 151,000 views. The Portuguese version, Sinfonia Da Vida, has had 1,325,000 views.
Our Thoughts
The real purpose of branded content is to get people to share it rather than to just look at it. That’s your ‘earned’ media and it’s more powerful than ‘paid’ and ‘owned’ because it is entertainment brought to you by a friend you (usually) know and trust.
It must work because according to The Custom Content Council, 72% of marketers say it is more effective than print advertising and 69% say it is superior to DM.
And, according to Nielsen, 27 million pieces of content are shared each day. So, Johnson & Johnson are spreading goodwill and one day sales will follow.