Title | PAMPERS GOLDEN SLEEP |
Brand | PROCTER AND GAMBLE HONG KONG |
Product / Service | PAMPERS |
Category | A02. Fast Moving Consumer Goods |
Entrant | RAZORFISH Hong Kong , HONG KONG |
Entrant Company: | RAZORFISH Hong Kong, HONG KONG |
Advertising/Web Design Agency: | RAZORFISH Hong Kong, HONG KONG |
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 |
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.