We were challenged to do yet another film demonstrating overnight sleep for Pampers. Instead of yet another film full of babies sleeping in cribs or dancing happily in the morning we dramatised the impact of not having a good night’s sleep, feeling sleepy in the morning. Capturing moment that every parent can relate to as ba- bies fight to stay awake.

Spikes Asia Award – FMCG FILM

With a brief to reassure expectant parents, we borrowed a studio and a group of 3 to 4-year-olds. Shot unscripted, we asked one simple question and watched the results unfold.

From the insight that babies’ skin is 8 times more sensitive than an adult. It is how they discover the world from birth, even before they can see or speak.
We released this social video for a the new softer more delicate diaper.

Briefed as a redesign of a maternity hospital leaflet.
What began as a simple idea became a global film aired in over 40 countries.