Camille del Rosario | Portfolio
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Abbot - Total Comfort

I had the great opportunity to work on the new Total Comfort TVC for Singapore. The brief was to come up with a creative idea that positioned Total Comfort as a holistic milk formula, as opposed to a problem-solving formula for fuzzy babies. We came up with a TVC concept that revolved around the journey of the milk formula into a baby's Total Comfort World - a world full of soft colours, plush environments, and vibrant characters that informed the viewers of the milk's benefits. A world where the baby's interaction delighted the viewer with This has been a pure collaborative effort between the client's vision, agency and various partners. This has been the first ever, fully animated film in the category, and a first for this brand in Asia Pacific. Agency: TSLA Production Partners: Nexus Client : Abbott

Abbott’s Total Comfort is a leading milk formula for babies with sensitive tummies.
However, a lot of the messaging has reinforced this idea that it is only a ‘problem-solution’ formula, instead of a holistic, nutritional offering for infants. Mothers seem to associate the product only for a select few, with “sensitivities”.

Abbott wanted to change that. They wanted to change perception and provide a more holistic understanding of Tummy Health. It is not only for special babies. It is applicable for everyone.

Our approach:
Seeing our competition, the odd thing is that nobody in the category played with people’s imagination. We wanted to create a campaign that portrayed Total Comfort, not just as a milk formula, but a Total Comfort “world”.

In this world, we are transported to the journey of the milk to the baby’s tummy - as the child marvels into a world of plush environments and vibrant characters to promote the milk’s benefits.

Our ads also communicate to moms that Abbott is a brand that understands them completely - a happy tummy is a happy baby. This has been the first ever, fully animated film in the category within Asia Pacific. We’ve also reinforced our communications with advertorials ( from the point of view of the parents and their children) and in-store considerations within their shopper journey. We even proposed collectible plush dolls to help parents remember the milk’s benefits.

Agency: TSLA Production Partners: Nexus Client : Abbott


 

Process snapshots:

  Initial Concept Storyboards:  The initial concept was to create a whimsical tummy world - where key characters represented key benefits of the milk formula.

Initial Concept Storyboards: The initial concept was to create a whimsical tummy world - where key characters represented key benefits of the milk formula.

  Supporting Assets for the Next Phase:  The next phase of communications featured tandem shots of parent-child, as educational pieces to drive awareness

Supporting Assets for the Next Phase: The next phase of communications featured tandem shots of parent-child, as educational pieces to drive awareness