Title | MOM'S FIRST BIRTHDAY |
Brand | P&G |
Product / Service | PAMPERS |
Category | D01. Fast Moving Consumer Goods |
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 |
The campaign was developed under the concept that 'Baby's first birthday is Mom's first birthday too'. A surprise event was carried out for mothers who visited the hospital for the baby's first year health check to celebrate mom's first birthday. A web movie was developed based on the event with a call to action for other Dads to participate. In addition, other direct tools such as candles, birthday cards and a thank you letter delivered in the post were created as communication tools for Dads to celebrate the idea.
Pampers gave Dads a chance to say what they couldn't before and show appreciation for all the sacrifices that moms thought went unnoticed. We call it Mom's first birthday, based on the concept that a baby's first birthday also marks the first year a woman becomes a mother. During the hospital visit for their baby's one-year-old health checkup the hospital was changed into a surprise event venue. We captured this moment on film to share and celebrate one of the most challenging times of their lives. Immediately after that, tools such as candles and birthday cards were created for dads to celebrate mom's first birthday. They were distributed in sweet shops and variety shops that men often visit. Photobooks and a tool for dads to write a thank you letter to moms were introduced on the website.
Japanese society still keeps traditional gender roles, the family is the woman's domain while the men go off to work. Japanese husbands on average work from 9am to 10pm and commute around 90mins. Moms must face the daily responsibilities of raising a child with little help or support from their husbands.
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.