Pampers
TV · Campaign · Social
Pampers
Hush Little Baby
Reimagining the world’s most iconic lullaby.
Role: Concept, art direction, campaign development
Saatchi & Saatchi NY, 2015
Pampers has long been known for making functionally superior diapers, but we saw an opportunity to affirm the brand's commitment to babies in a more emotional way.
When a baby is born, a challenge is issued. Not just to new moms and dads, but to all of us to become more selfless aunts and uncles. More involved grandparents. More helpful neighbors and kinder strangers. More inspired teachers and dedicated doctors.
To date it's the brand's most watched video of all time (18M views and counting).
This film adaption of "Hush Little Baby," is a collective pledge to make the world a better place for our tiny newcomer. The accompanying campaign invited everyone to share what they would do to be #BetterForBaby.
Recognition
1 Silver Pencil One Show
2 Bronzes LIA
1 Bronze ADC
2 New York Festival Shortlists
2 Webby Awards Nominees
Effie Awards finalist
3 Merits One Show
Credits
Senior Copywriter: Nick Elliott
Creative Directors: Luca e Luca
Directors: thirtytwo (Dylan Southern & Will Lovelace)
DP: Emmy-award winning Reed Morano ✊
Press
Forbes, Creativity, Mashable, FastCompany, Adweek, AdAge, Huffington Post, The Drum
