Bugaboo Launches Digital Campaign for (RED) Strollers
Digital-heavy campaign marks Dutch firm 's first involvement with (RED) initiative to fight HIV/AIDS.
Dutch firm Bugaboo, best known for its hip stroller designs, has launched a digitally-focused campaign that ties into the theme “Go and Good Things Happen.”
The campaign, created by longtime agency 72andSunny, highlights the company’s new (Bugaboo)RED venture, featuring the Ado(RED) and Treasu(RED) special collection strollers. It marks the company’s first involvement with (Product)(RED), an initiative that asks partner companies to create a product bearing its logo and donate a percentage of profits from said product to the Global Fund, which supports AIDS programs in Africa and promotes global HIV/AIDS awareness.
The Los Angeles/Amsterdam-based agency has tethered the “Go” campaign to the Bugaboo International homepage, which has been redesigned. An online-only animated film, called “Ripples,” contains no dialogue and speaks to the theme of global connection.
“It depicts how when a family goes out exploring, unexpected good things happen, and this experience is connected to improving the lives of others continents away,” said 72andSunny partner Matt Jarvis. “Bugaboo is encouraging parents to…go outside, go discover, go experience.”
After creating the branding, design elements, Web experience and “Ripples” — the last of which Jarvis hopes will be shared via social networking sites — 72andSunny eventually plans to roll out banner ads for a campaign which the creative says “is a very long-term effort.”
Aimed at parents worldwide, the digital media-heavy effort follows a long line of (RED) campaigns from brands like Apple, Gap and AmEx — but marks the first time a partner is contributing a percentage of revenue across all products to the cause. “Bugaboo is building service and value into its products in a way that modern parents can appreciate,” says Jarvis. “They also are a forward-thinking, truly global organization that really wants to do some good.”
