The communication of diaper brands in Brazil are very similar to each other, always using the image of cuddly babies to sensitize mothers. Huggies was the first brand to set mothers as protagonists in their communication, being a partner of her so she can make the most of every moment with your child.

This film entitled “Meeting Murilo” tells the true story of Tatiana, 30, a Brazilian mom-to-be that lost her sight at the age of 17. The video begins with Tatiana settling in for an ultrasound exam at a hospital room. In a flashback we see her back at home and watch as she tells about herself, her son Murilo and how she can’t wait to hug and touch him. Back to the hospital, we see the first scanned images of her baby on the screen and the doctor asks her how she thinks he looks like. Then the film takes us to a close-by lab where her baby is being modeled in a computer and turning into a real-size sculpture in a 3D printer. The doctor surprises her by delivering her baby’s sculpture in a very emotional moment, bringing tears to her eyes as she touches him with her fingertips. The film ends with the message: “Every mom deserves to embrace each moment.”

In just one week the campaign exploded in mainstream media: • More than 60 million people impacted in at least 30 countries • 2.3 billion media impressions • • 5.2 million views on YouTube and Facebook • US$ 5+ million worth in earned media, including segments in The Huffington Post, Time Magazine, People Magazine, ABC TV, CBS News, CNN, FOX News, New York Daily News, UK Daily Mail, The Telegraph, Mirror, RTL Nieuws, Rede Globo, Mashable, BuzzFeed, FastCompany, C|Net, Reddit and more.

The scope of the campaign even ignited a media debate on the use of technologies such as 3D printing for medical purposes and has already being referred as a benchmark in pre natal care. But most importantly, it inspired women all over the world to express their pride of being a mother.

Huggies is the segment’s first brand to shift its focus to mothers other than the babies, positioning itself as a real partner for all the challenges of motherhood. Nearly 3 million women become pregnant each year in Brazil and have the chance of seeing their unborn babies during the ultrasound exam. But among these, close to 45,600 are visually impaired and can not live this moment. Our idea was to provide an experience they never imagined and turn it into a way of inspiring every mother to make the most of each moment with their child.