The concept was that Pampers understands how your baby feels, and therefore creates the best possible diapers for them.The challenge was how one could demonstrate this complex strategic idea to parents, how can they understand exactly what their baby goes through in the first months of life? by a special experiential exhibition intended for parents by parents, in which the visitor goes on a journey relating to different household items.

The PR campaign that accompanied the exhibition brought $750,000 worth of media exposure. Pampers positioning as category leader strengthened and additional values such as technological advantage and suitability to "my baby" were also significantly strengthened in follow-up research.