Nappy and wipes brand, Pampers has launched its first new campaign in a decade featuring a film that's made up of YouTube videos.
The campaign aims to bring the Pampers philosophy of 'love, sleep and play' to life using the film.
Rob Burleigh, Pampers’ global creative director at Saatchi & Saatchi, said “We really felt there was no other way of capturing the campaign’s sentiment and that the genuine emotion and joy of real babies couldn’t be told in a better way than by using the actual videos that mums and dads across the globe had uploaded of their babies. Sourcing the clips was more difficult than you'd expect because we had to contact the content originators to gain their permission to use the clips and tracking down the owners of our favourite clips proved to be a labour of love for our TV department.”
