Title | CONGRATULATIONS TO ALL THE MIRACLES |
Brand | PAMPERS |
Product / Service | PAMPERS |
Category | B01. Fast Moving Consumer Goods |
Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
Idea Creation | BEACON COMMUNICATIONS Tokyo, JAPAN |
Production | ALBUQUERQUE FILM Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Taketo Igarashi | Beacon/Leo Burnett Tokyo | Creative Director, Copywriter |
Yukichi Shikata | Beacon/Leo Burnett Tokyo | Senior Art Director |
Atsuko Kimura | Beacon/Leo Burnett Tokyo | Senior Copywriter |
Chigusa Ogasawara | Beacon/Leo Burnett Tokyo | Strategic Planner |
Naoko Adachi | Beacon/Leo Burnett Tokyo | Strategic Planner |
Hidetoshi Iwasaki | Beacon/Leo Burnett Tokyo | Senior Film Producer |
Masahiro Masuoka | Albuquerque Film | Producer |
Remon Kawamura | Albuquerque Film | Production Manager |
Miho Matsumoto | Beacon/Leo Burnett Tokyo | Account Director |
Konami Sugiyama | Beacon/Leo Burnett Tokyo | Account Executive |
Futoshi Takashima | First Apartment | Director |
Takashi Sakurai | Pict | Photographer |
Yoshihito Matsuyama | Pict | Lighting |
Sachi Sasaki | Cutters Japan | Editor |
It starts with a startling real fact in Japan: "To this day, it is common—even after giving premature birth—that some moms do not hear “Congratulations.” In the interviews with Preemie moms, they talk about their situations during delivery and their guilty feelings for having a premature baby. But as important: the fact that they never heard the word “Congratulations” from their loved ones. In the separate interviews with the dads, they talk about their regrets of not being able to congratulate their wives at their delivery. After that, there is a surprise from Dads to Moms. Picture books prepared by the dads to depict the story of why they and the people around them couldn’t say "Congratulations" and their feelings for their wives. It is then that dads say the words that moms have long wanted to hear the most: "Congratulations.”
This video was released on World Prematurity Day by Pampers, a brand that supports the happiness of all parents and babies. According to a survey, around 70% of Preemie moms in Japan are not told "Congratulations" right after their delivery. Why? Many dads worry about the life of their baby before congratulating them when they see their surprisingly small baby. Not only that, but it is common that friends and family will only offer words of sympathy rather than congratulations. Yes, preemie moms have been missing the chance to be congratulated. That's why we created another opportunity for dads to preemie moms as a surprise to say "congratulations," something moms have long wanted to hear but haven't.
Video URL | Supporting Webpage