Bennison Baby Pajamas: Baby Care Wear


From the moment a baby is born, their temperature dangerously fluctuates when unclothed – even in warmer climates – putting them at risk of hypothermia and possibly death. Bennison, a maker of high-end children’s sleepwear, set out to make a difference in a new way. With each sale, Bennison donates and delivers pajamas to impoverished countries around the world. And because hygiene is essential, keeping pajamas clean and germ-free is equally important. 

Our objective is to help mothers not only keep newborns warm, but keep some of the infants most at risk warm, clean and safe. Many impoverished areas, such as Liberia, lack access to anything but communal bar soap to clean the donated pajamas – which actually spreads germs rather than eliminates them. That’s why we created the "Baby Care Wear" package. Each pajama is wrapped in a package made entirely of water-soluble, non-toxic, biodegradable soap paper. 

Simply tear off a square and drop it in a pail of water. There is enough soap paper to keep infants clean during the first delicate months of their lives. Even the ink washes away since it’s the same kind hospitals use for baby footprints. The soap-packaged pajamas were distributed to Western Africa, and women’s shelters in the U.S.

Advertising Agency:Gyro, New York, USA
Chief Creative Officer:Christoph Becker
Executive Creative Directors:Vito Zarrillo & Keith Loell
Art Director:Vanessa Márquez
Designer:Vanessa Márquez
Copywriters:Jon Ransom & Kenneth Hein
Account Director:Kelly Wong
Photographer:Stanley Hsu
Production Company:In House
Producer:Courtney Trent
Video Production Company:Alkemy X
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