Happy Bottoms, a Kansas City–based diaper bank charity, asked Two West to help drum up donations during Diaper Need Awareness week and gain awareness for their brand throughout the community. We took the direct approach and brought our thinking straight to the source. By creating the “potty-mouth” guerrilla marketing campaign. The goal of this approach was to engage people when they were most likely thinking about sanitary unpleasantries. So we placed posters inside bathroom stalls, giving people something to think about while they … sat. These custom toilet-paper-font posters asked a series of questions to gain empathy from the reader. And reminded them that thousands of babies in the Kansas City area go days in the same diaper. In addition to the poster series, we located cherub statues in high traffic areas around the city and placed diapers directly onto them – creating a hilarious and effective way to further promote diaper awareness week. Passersby took photos, laughed and asked many, many questions as to why a baby statue needed diapers. Which led to increased site traffic, awareness of the issues facing the babies of KC and, most importantly, donations. All because we put diapers on baby statues.
Gold Addy // American Advertising Federation Kansas City // Integrated Campaign
Executive Creative Director - Steve Spencer
Ideation, Art Direction and Design - Andrew Mirakian