Illuma, an infant formula brand, released a new product formulated with a unique combination of SN-2 and HMO. To launch this product, Ogilvy created a campaign called ‘The Power of 2’, based on the idea that like all unique pairings, the results are greater than the sum of its parts.
For the campaign launch event, Illuma needed a digital activation UGC microsite where mothers and their kids could design their own paired t-shirts to collect and showcase at the event. The goal of the site was to boost online registrations for the gala event, as well as allow attendees to indicate their participation in the Guinness World Record for hand kissing at the event.