Cannes Lions

BABYCARE

SAATCHI & SAATCHI, Frankfurt / PROCTER & GAMBLE / 2004

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Overview

Entries

Credits

Overview

Execution

The campaign was holistic including all media types (Print, TV, Direct mail, Outdoor, Events, In store, ER, Ambient, Radio, Internet). A few applications: oversized furniture demonstrates the need for more stretch. An altered subway map dramatises how a baby learns through discovery and how a good nappy helps. Print execution with mirror a highlights the development of a baby’s sense of self.

Outcome

The 20% (6% points) plus market share growth for Pampers around the event shows the great impact and involvement the campaign generated. By applying media in unusual ways, it generated an effect which was much higher than the standard media vehicle, an impact greater than the sum of its bits.

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