Pampers #Everybaby

On the day of Princess Charlotte's birth, we knew the world's media would be focused on one baby, so we created a full media takeover that gave ordinary babies the same level of fanfare. The campaign went live with our #everybaby film that was shot, edited and placed online all within 24 hours. The 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. As well as the film, we also created digital and print ads that ran alongside news stories featuring the Royal.