| Cannes Lions 2013 | ||
|---|---|---|
| Promo and Activation Lions | Product & Service; Fast Moving Consumer Goods (not including food) | Gold |
| Promo and Activation Lions | Use of Promo & Activation; Best Use of Broadcast in a Promotional Campaign | Silver |
Type of entry: Product & Service
Category: Fast Moving Consumer Goods (not including food)
Advertiser: PROCTER & GAMBLE
Product/Service: PAMPERS
Agency: DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Executive Creative Director: Mariano Serkin/Maxi Itzkoff (Del Campo Saatchi & Saatchi)
Creative Director: Ignacio Ferioli/Diego Medvedocky (Del Campo Saatchi & Saatchi)
Agency Producer: Adrián Aspani/Camilo Rojas/Lucas Delenikas (Del Campo Saatchi & Saatchi)
Vice President/Regional Account Director: Diego Feldman (Del Campo Saatchi & Saatchi)
Account Director: Ana Leiro (Del Campo Saatchi & Saatchi)
Executive Producer: Pablo Terruzi/Bárbara Factorovich (Palermo Films)
GIVING BIRTH LIVE
er: Demián Cosentino (Palermo Films)
Director: Emiliano Ferrando (Palermo Films)
Music: Diego Hensel (Violeta Music)
Advertiser's Supervisor: Alejandra Corona/Marcelo Batistella/Diego Fernandez (Procter & Gamble)
Describe the brief from the client
Mothers’ Day is very important in Argentina. It’s the day when all different brands compete against one another to win over mothers’ and families’ hearts. Even TV programmes air all sorts of Mothers’ Day-related news. Taking all of this into account, Pampers had a big challenge ahead of it: we had to take control of Mothers’ Day using pure emotion.
Promotion Development
In order to promote Mothers’ Day, we wanted to film in a location that would elicit the maximum amount of emotion from audiences watching TV that day. And we did something that had never been done before:
We aired the first few seconds of motherhood live and direct from five different hospitals throughout Argentina, making each new birth a unique TV moment. That way, Pampers could be there for mothers from the very beginning…from day one. And, most importantly, the whole world could see, feel, and react to these moments as they unfolded. The 'Pampers Giving Birth Live' campaign was broadcast live.
Results
The impact of the 'Pampers Giving Birth Live' campaign turned the original 2,000 seconds of national coverage into 18,000 seconds, a 900% increase in coverage.
As each spot was a brand new birth, we offered viewers 'unique seconds' as opposed to the 'recycled seconds' of traditional campaigns, surprising our audience with each new spot.
Furthermore, we generated 12 hours of content on Argentina’s main news channels, sharing the best gift any mother could hope for on her special day…a child.
Relevancy to Product/Service
We created the very first television campaign where the airtime was decided not by an ad exec, but by the newborns themselves. In order to produce the campaign, we developed a shooting schedule that allowed us to shoot live footage, using the same technology that news crews use when reporting on the street. Shooting took place in five different maternity wards in five different hospitals throughout Argentina, so that people from numerous regions could feel especially close to these images. At the same time, each TV spot became content for Argentina’s main news programmes, covering the campaign as national news for the twelve-hour Mothers’ Day window.