Dry Nites

An Effy award winning campaign for Kimberly Clark which changed the way parents thought about bed-wetting. Instead of focussing on wet beds and negativity, the campaign promoted the ultimate benefit of kids wearing Dry Nites – a night of unbroken sleep giving them the ability to “dream big”. The TVC was followed by an online campaign getting kids to share drawings from their own dreams, with the lucky ones then brought to life with extraordinary 3-dimensional soft toys. Sales went through the roof.