Product / ServicePAMPERS
CategoryC01. Fast Moving Consumer Goods
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 Communications K.k Technical Director
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

Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.