MOLFIX POOPMATCH

Creative idea

PoopMatch transforms an FMCG commodity into an accessible early-warning health tool. Rooted in accepted pediatric guidelines, the redesigned diaper utilizes a universal color system on its front tape to help parents interpret vital health signals without relying on apps, external technology, or literacy. Rather than acting as a clinical diagnostic device, it functions as a crucial first-line observation tool that prompts timely medical consultation. This cross-category innovation dissolves boundaries between daily care and primary health screening, making early detection seamlessly available to underserved communities through a product they already use every day.

Brand name: Molfix
Advertiser / client: Molfix
Product / service: Baby Diaper
Campaign name: POOPMATCH
Agency network: Omnicom Advertising
Agency: TBWA Istanbul
Production company: Organic Film
Agency chief executive officer: Burcu Özdemir
Chief creative officer: Sami Basut
Executive creative director: Mesut Koçarslan, Serdar Güngör
Creative director: Cihan Metin Üstek
Art director: Seray Samancı, Sezgin Bulut
Copywriter: Mustafa Pamuk, Salih Uzun
Account director (agency): Tugyan Çelik, Burçin Birim
Client account director: Aynur Kızılırmak, İpek Albudak
Director: Mert Şen
Agency producer: Derya Soyman