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.