Recording the love with a baby is the beginning concept. It’s the parents’ pleasure to watch their baby grow. They also record the time shared with their baby. A baby book is the most relevant way to record babyhood. This was visualised creatively by designing the book’s fastener to look like a nappy safety pin.

After the campaign, sales of Huggies diapers in Korea increased by 118.5%. Since January 10th, the campaign has appeared in the press 25 times and has had 20,000 on-line blog postings on Google (121 on-line news articles).