|Title||MOM'S FIRST BIRTHDAY|
|Product / Service||PAMPERS|
|Category||C01. 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|
|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 Communications K.k||Technical Director|
|Rumi Kubota||Beacon/Leo Burnett Tokyo||Agency Producer|
|Koichi Sakamoto||ALBUQUERQUE FILM||Producer|
|Taira Kono||Albuquerque Film||Production Manager|
|Shigeru Fujibayashi||Aoi Studio||Recording Engineer|
|Thomas Suess||Audio Force||Music Producer|
|Aika Miyake||Cutters Tokyo||Editor|
|Yusaku Yasuda||Cutters Tokyo||VFX Producer|
|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. In addition, tools such as candles, birthday cards and photo books were created. The concept to celebrate mom's first birthday was established.
Pampers is always looking for new ways to fulfill their vision of 'the brand that truly understands Moms'. 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.
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.
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.