THE IDEA

Atopic Dermatitis (AD) causes infants to have dry, scaly, and very itchy skin over the head, face, and neck, leaving them extremely uncomfortable and sleepless. Unfortunately, parents tend to only apply moisturiser until the rashes go away. However, it was important to us to highlight that AD is a cycle, and the baby will be covered in serious rashes again in no time without continual treatment.

We brought the problem to life in a cute, cuddly, and relevant manner without losing the undeniably serious undertones by visualising the cycle of AD flares in a custom-crafted baby mobile.

An accompanying EDA was also made to help doctor’s guide parents learn more about Atopic Dermatitis and how Aveeno Baby can help soothe their little ones.

This campaign reminds parents to keep angry skin calm to keep their babies calm – day after day – with Aveeno baby.