SapientNitro North America, Boston Follow Update

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Johnson Baby - "Family Arms" - SapientNitro North America

  • Family Arms
  • Johnson Baby
  • Johnson & Johnson Corporation
  • SapientNitro North America
  • Brazil
  • Family Arms
Date of First Broadcast/PublicationJune 13, 2014
Media TypeCase Study
Length80 Seconds
Creative Director Tiago Lucci
Art Director Natalia Pery
Art Director Bruno Santos
Art Director Renato Silveira
Art Director Jorge Junior
Chief Creative Officer Marcelo Tripoli
Copywriter Ricardo Miller
Copywriter Ana Mangeon
Copywriter Ana Negrao
Project Manager Roberta Melo
Account Director Flavia Denser
Account Manager Paula Rocha
Worldwide Chief Creative Officer Gaston Legorburu
Head of Content Gabriela Terra


JOHNSON’S® baby was sponsoring the FIFA World Cup in Brazil and asked us to create a campaign that could make the link between a baby brand and the soccer event.

“Family Arms” was a real-time marketing activation on Facebook, where people submitted their last names and our team created a personalized coat of arms for them. If the name had a meaning (e.g.: “trigo” is a common last name in Brazil, which means “wheat”), we drew a special icon that represented it (e.g.: a wheat stem ). To enable the production, we previously created 50 templates, that could be personalized upon each request. In only 7 hours, without any investment on media, the campaign reached more than 250.000 people organically. We produced more than 5.000 coat of arms and people spontaneously changed their profile pictures to showcase theirs.