MOM'S FIRST BIRTHDAY

Bronze Spike
TitleMOM'S FIRST BIRTHDAY
ClientP&G
Product/ServicePAMPERS
CategoryE04. Other Video
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN
Production Company ALBUQUERQUE FILM Tokyo, JAPAN
Production Company 2 CUTTERS Tokyo, JAPAN

Creative Execution

To recognize this achievement, Pampers helped dads surprise and thank their wives during the hospital visit for their baby’s one-year-old health checkup. We documented this touching moment on film to share with Moms all over the world and celebrate one of the most challenging times of their lives.

With no advertising or media spend, the film received 4 million views in it’s first week and pushed Pampers to rank number one most favorable diaper brand in Japan (source: Client internal figures based on Ipsos). More importantly, the feedback and word of mouth from first year moms, experienced moms, dads, sisters of moms and everyone who watched the film, has been extremely heartfelt and emotional with a true sense of connection to the story we highlighted and to the Pampers brand. - Brand name tweeted 160% more on the first week after the film launch. - Daily average of 130% WOM observed after one week of launch vs previous month, generated online conversation.

In Japanese society, traditional gender roles are still the norm. The household is the woman's domain whilst the men take care of business. With busy husbands who are rarely home during the week, mom's must face the daily responsibilities of raising a child without much, if any help and very few words of gratitude from their husbands. A baby’s first birthday is also a celebration of the first year a woman learns to be a mother. After a year full of immense challenges, sacrifice and growth – it’s also Mom’s first birthday.

Credits

Name Company Position
Jon King Beacon/Leo Burnett Tokyo Executive Creative Director
Taketo Igarashi Beacon/Leo Burnett Tokyo Creative Director/Copywriter
Kiyohiko Yagishita Beacon/Leo Burnett Tokyo Creative Director
Kuniaki Yamamoto Beacon/Leo Burnett Tokyo Copywriter
Jun Goto Beacon/Leo Burnett Tokyo Art Director
Hiroki Kawaue Beacon/Leo Burnett Tokyo Art Director
Tomonori Oki Beacon/Leo Burnett Tokyo Technical Direcotor
Rumi Kubota Beacon/Leo Burnett Tokyo Agency Producer
Koichi Sakamoto Albuquerque Film Producer
Taira Kono Albuquerque Film Production Manager
Futoshi Takashima freelance Director
Ryosuke Kawaguchi freelance Cinematographer
Yoshiaki Ishikawa freelance Art
Shigeru Fujibayashi Aoi Studio Recording Engineer
Thomas Suess Audio Force Music Producer
Aika Miyake Cutters Tokyo Editor
Yusaku Yasuda Cutters Tokyo VFX Producer
Daniel Lovell freelance MA
Kaori Yamada Catwalk Casting
Emi Saito freelance Assistant Director
Yoshiko Abe Beacon/Leo Burnett Tokyo Group Business Director
Miho Matsumoto Beacon/Leo Burnett Tokyo Account Supervisor
Tamaki Maeda Beacon/Leo Burnett Tokyo Planning Director
Links
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