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A Baby’s Dream Never Stops with Pampers' Adventurous Animated Ad

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Serviceplan Korea launches the online campaign demonstrating the benefits of a good night's sleep

A Baby’s Dream Never Stops with Pampers' Adventurous Animated Ad

A unique animated ad for Pampers from Serviceplan Korea has launched online in Korea. Inspired by the fact that Pampers is known in Korean as ‘Night Diaper,’ the animation shows a baby’s dream as he goes on an adventure in a boat made from his cot, all the while sleeping comfortably wearing a Pampers diaper in his Mother’s arms.   

Sleeping well is extremely important for a baby to grow healthy and happy, and Pampers provides babies with the comfort to enable good sleep. The vision of the spot is to show the emotional benefit of Pampers, and appeal to millennial mums by strengthening the bonding experience and exploring the dreamscape of a baby.  



The campaign was a collaboration between Serviceplan Korea and Serviceplan Ukraine. Serviceplan Korea created the whole concept and creative and Serviceplan Ukraine was responsible for the production process with the animation studio TPH ONE in Ukraine. 

The core benefit of Pampers is that they are soft and dry even after using them overnight, so Pampers is called ‘Night Diaper’ in Korea. In other words, Pampers helps babies to sleep comfortably which supports the happiness of both babies and parents. Yet, this nickname can also cause misconception that the product is for night time. However, babies sleep throughout the day. Therefore, the insight of Serviceplan was to change the nickname to ‘Beauty Sleep Diaper.’

'Your Baby’s Dream Never Stops with Pampers' visualises the vision of Pampers, illustrating how Pampers cares for both mothers and babies, and supports their healthy growth. The spot raises a question: why not look at the experience of wearing Pampers from a baby’s point of view? Inspired by ‘Beauty Sleep Diaper,’ Serviceplan illustrated a baby’s dream where he experiences diverse adventures.

Serviceplan Korea and Ukraine produced an animation to fully visualise a baby’s adventure in his dream, and successfully delivered the brand message. 

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Music

Music Company: MassiveMusic

Executive Producer: Junya Terui

Director of Creative Development: Tamon Fujimi

Director: Rick Sakurai

Production Company

Production Company: Serviceplan Ukraine, TPH ONE, Ukraine

Creative Agency

Creative Agency: Serviceplan Group

Creative Director: Jihyun Seo (Korea), Igor Klymenko (Ukraine)

Art Director: Eunman Kim (Korea)

Global Chief Creative Officer: Alexander Schill (Korea)

CEO: Julie Kang (Korea), Elena Yakovleva (Ukraine)

Associate Art Director: Jiho Ahn (Korea)

Chief Content Officer: Jongpil Yoon (Korea)

Creative Strategist: Jongpil Yoon (Korea)

Strategic Planning Director: Jiwon Kim (Korea)

Senior Account Manager: Yujin Ko (Korea)

Account Manager: Yerim Kim (Korea)

Account Executive: Sungbae Cho (Korea)

Group Account Directors: Andrey Kozachynsky (Ukraine)

Managing Director: Eugen Sokolov (HoC in Ukraine)

International Communications Officer: Lee Sharrock

Client

Advertiser: P&G KOREA

Brand Manager: Haejin Han

Associate Brand Manager: Yoojin Jeon

Commercial Leader: Suraen De Silva

Genres: Animation

Categories: Diapers, Beauty & Health

Serviceplan Germany, Wed, 31 Jul 2019 13:53:41 GMT