29 June 2013 - 8:40am | posted by | 0 comments

Pampers unveils campaign featuring ‘real’ baby moments taken from YouTube clips

Pampers has unveiled a series of films made entirely of genuine baby moments captured from YouTube clips, as the brand looks to launch its new Love, Sleep & Play brand campaign.

The 15 clips which made it into the final cut were selected from a pool of thousands, with parents asked for permission to use the video clips.

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.”

The multi-media marketing campaign, which will include the film, is set to launch across several key markets in Western Europe this summer.

Don't miss out... Get your Advertising news by email

See all specialist newsletters

6 related companies from Profile Hub, The Drum's modern marketing directory:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...

Ecommerce Solution for B2B and B2C Retailer

16/09/2014
Talking Tables provides high quality party decorations for...

Peak Scientific Innovation - Brand Communications for US Market

16/09/2014
Peak Scientific is a leading Scottish gas generator...

Messages in the Deep

16/09/2014
“Messages in the Deep” tells the remarkable tale of the...

Launching New Scrabble Format in Digital Era

15/09/2014
The Challenge Launch two new formats of the classic board...