PAMPERS #EVERYBABY

On the day of Princess Charlotte's birth, we knew the world's media would be focused on one baby. 

We wanted to celebrate every baby born that same day. To do this, we created a full media takeover that gave ordinary babies the same level of fanfare that would inevitably surround Princess Charlotte. 

The campaign went live with our #everybaby film that was shot, editied and placed online within 24 hours, before the Cambridges had even decided on a name for their new arrival. A 90" TV spot also ran that same night in the middle of the ITV news. The film gained 7 million views in under a week.

The next day, print introduced the babies to the public.

The film.