PAMPERS GOLDEN SLEEP

TitlePAMPERS GOLDEN SLEEP
BrandPROCTER AND GAMBLE HONG KONG
Product / ServicePAMPERS
CategoryA02. Fast Moving Consumer Goods
EntrantRAZORFISH Hong Kong , HONG KONG
Entrant Company:RAZORFISH Hong Kong, HONG KONG
Advertising/Web Design Agency:RAZORFISH Hong Kong, HONG KONG

Credits

Name Company Position
Endy Fung Razorfish Hong Kong Executive Creative Director
Grace Ho Razorfish Hong Kong General Manager
Wing Yu Razorfish Hong Kong Associate Creative Director
Janet Lee Razorfish Hong Kong Associate Project Director
Gemmy Wong Razorfish Hong Kong Senior Copywriter
Gemmy Wong Razorfish Hong Kong Interactive Designer
Melody Chu Razorfish Hong Kong Project Executive
Ron Lee Razorfish Hong Kong Solution Consultant

Brief Explanation

Pampers launched an enhanced product Superdry, which has outstanding dryness and absorbency. Campaign objective was to communicate ‘Touch Dry’ on digital, to demonstrate Pampers' long-lasting dryness that helps babies sleep uninterruptedly for the whole night. End benefit is prominent if moms get to touch and feel it. But on online, touch cannot be done easily. How can we visualize the features and benefits to moms? We told them, ‘Watching is believing’. A webcam was setup to shoot overnight for 10 hours to show how baby can enjoy good sleep overnight. Over 1200 moms witnessed the night of 10 hours video.