"With Pampers, the baby's dream continues": P&G Korea's new project to show diapers from the baby's view

Serviceplan Korea and Serviceplan Ukraine have created fantastic animations for Pampers attracting viewers to the baby's dream world.

On August 9, 2019, Seoul – Serviceplan Korea's unique animation commercial was produced and launched in Korea, inspired by the fact that the Pampers are famous for 'night diapers'in Korea. This animation shows the dream world of a baby. The baby dreams of going on an adventure in a doubled cradle while sleeping comfortably in a Pampers diaper in his mother's arms.

Sleeping well is a very important part of growing up healthily and happily. Pampers provide comfort for the baby to sleep well. The animation's vision is to attract attention by showing the emotional benefits of Pampers and allowing millennial mothers to experience their baby's dreams.

This campaign is a collaboration between Serviceplan Korea and Serviceplan Ukraine. Serviceplan Korea produced the entire concept and creative of the advertisement, and Serviceplan Ukraine was in charge of video production with TPH ONE, an animation studio in Ukraine.

The biggest advantage of the Pampers is that the diapers are smooth even after using them all night. Because of these characteristics, Pampers is nicknamed 'night diapers' in Korea. This means that Pampers brings a baby's comfortable sleep and parents' happiness, which can give consumers the wrong perception that they only use it for "night" due to the nature of their nickname. However, because babies spend most of the day sleeping, the servicepan took this into account and created a new insight called "sleep diapers."

The slogan, "With Pampers, Baby's Dream Continues," effectively represents Pampers' visionby showing how they think of mothers and babies and support their healthy growth. Serviceplan Korea started with the question, "How about looking at the experience of a baby wearing a Pampers diaper from a baby's point of view?" then inspired by the word "Sleep Diaper," showed the baby experiencing various adventures in his dream.