Regional Network of the Year: North America
Ogilvy
Gold
Pharma & Medical
Branded: Devices and Diagnostics
| Entrant: | Ogilvy Health New York, New York |
| Brand: | Eurofarma |
| Title: | "Baby Minder" |
| Corporate Name of Client: | Eurofarma |
| Client Company: | Eurofarma, São Paulo |
| Client Marketing Director: | Mayra Garcia Nogueira |
| Client Senior Brand Manager: | Diego Tognonato d'Albergaria Pamplona |
| Client: | Erica Teles de Menezes |
| Agency: | Ogilvy Health , New York |
| Agency CEO: | Mario Muredda |
| Agency Global Chief Creative Officer: | Liz Taylor |
| Agency Chief Creative Officers: | Renata Maia/Rafael Rizuto |
| Agency Executive Creative Directors: | Thiago Fernandes/Widerson Souza/Rodrigo Panucci |
| Agency Creative Director - Copy: | Mateus Coelho |
| Agency Associate Creative Directors - Copy: | Bruno Souto/Rondon Fernandes |
| Agency Associate Creative Directors - Art: | Rodrigo Moraes/Luiz Medeiros/Bruno Di Celio |
| Agency Head of Art: | Rodrigo Panucci |
| Agency Producer: | Jihane Ghostine |
| Agency Editor: | Kay Kypers |
| Digital Company: | Wide Labs, Porto Alegre |
| Digital Company Chief Digital Officer: | Nelson Leoni |
| Digital Company Chief Innovation Officer: | Marcelo Chapper |
| Digital Company Chief Technology Officer: | Rodrigo Malossi |
| Digital Directors: | Beatriz Ferrareto/André Beck |
| Digital Technical Creative Director: | Everton Behenck |
| Digital Technical Director: | Fabio Dias |
| Digital Technical Developer: | Fabricio Vizzoto |
| Digital UX Designer: | Luisa Pinheiro |
| Production Company: | Estúdio Mol, São Paulo |
| Production Company Executive Producer: | Joaquim Carriço |
| Production Company Producer: | Vitor de Biasi |
| Production Company DoP: | Ricardo Pelissari |
| Production Company Cinematographer: | Borram Cardoso |
| Production Company Project Manager: | Simone de Angelis |
| Production Companies Editor(s): | Thayna Silva/Fernando Oliveira |
| Post-Production Company: | Famous Who, São Paulo |
| Post-Production Companies Executive Producer(s): | Galileo Giglio/Jean Paulo Lasmar |
| Animation Company: | LADO Animation, São Paulo |
| Animation Companies Director(s): | Tom Gurgel/Rafael Antonelli |
| Animation Companies Executive Producer(s): | Luciana Pessoa/Rafaela Neves |
| Animation Companies Producer(s): | Milena Moura/Paulo Lima/Thiago Silva |
| Animation Companies 3D Animation: | Wallan Oliveira/Feppa Rodrigues/Adriano Miranda/Camila Navarro/Marcos Leite/Fabio Pugliese |
| Animation Companies Editor(s): | Digo Sousa/Lucas Pineda |
| Sound Design Company: | Bumblebeat, São Paulo |
| Sound Design Companies Sound Designer(s): | Henrique Tanji/Lucas Szafir |
| Sound Design Companies Composer(s): | Henrique Tanji/Lucas Szafir |
| Design Company: | Futvre Factory, Sao Paulo |
| Design Companies Design Director(s): | Rafael Rosa/Marcelo Pasqua |
| Design Company Senior Designer: | Carlos Nogueira |
| Design Companies Artist(s): | Gabrielle Lazzarotti/Yohann Ghezzi |
| Agency Deputy Global Chief Creative Officer: | Joe Sciarrota |
Cultural Context:
Research revealed that many developmental delays go undetected due to infrequent checkups and limited access to specialized care, particularly in underserved populations.
However, identifying atypical movement patterns would require experts to monitor babies constantly at their homes - Something impractical for most families. As a result, by the time diagnoses come, it's often years too late - costing infants precious time they can't afford to lose
Once installed, it records the baby’s movements in the crib and uploads them in real-time to a cloud database. The cloud-based AI compares these movements against datasets of typical and atypical motor patterns.
When irregularities are detected, Baby Minder sends an alert to the designated pediatrician. The doctor receives a short video showing the signs of a possible condition and a preliminary analysis. The pediatrician reviews the data to determine whether further investigation or intervention is needed.
By flagging potential indicators of conditions like epilepsy, autism, cerebral palsy, and dozens more, Baby Minder enables timely interventions based on concrete data, fostering peace of mind for doctors and parents and improving outcomes for infants and toddlers.
It makes traditional daily hospital monitoring 40 times more cost-effective, which is particularly essential for Brazil’s public healthcare system (SUS).
The daily cost of neonatal ICU observation by SUS ranges from $500 to $600 per day. By enabling specific home monitoring, Baby Minder has the potential to save up to $50 million annually for Brazil's public health system, excluding additional savings from early diagnoses.
In the private sector, neonatal monitoring costs are even higher, making Baby Minder an equally valuable adjunctive tool. While it does not replace hospital monitoring, it alleviates overcrowded hospital corridors, reduces the risk of infections during pandemics, and frees up beds for emergencies.
This platform optimizes healthcare resources while improving outcomes for infants.
Impact & Scalability - Open source the tech for all baby monitors - Hospital monitoring costs decrease 18x - Free access to monitoring for up 2 million babies - Estimated cost $75