Title | MOM'S FIRST BIRTHDAY |
Brand | P&G |
Product / Service | PAMPERS |
Category | E04. Other Video |
Entrant | BEACON 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 |
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 |
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.