Pampers.
On the day of Princess Charlotte's birth, we knew the world's media would be focused on one baby. To celebrate every baby born that same day, we created a full media takeover that gave ordinary babies the same level of fanfare.
The campaign went live with our #everybaby film that was shot, edited and placed online all within 24 hours - before the Cambridges had even decided on a name for their new arrival! A 90" TV spot also ran that same night in the middle of the ITV news. The film gained 7 million views in under a week.
As well as the film, the campaign also featured press and digital ads that tactically sat alongside the news of Princess Charlotte. We even created a cover wrap for OK Magazine’s Royal Baby edition.
