Pampers: Love, sleep & play.

This user generated film launches the first new global campaign for Pampers in over a decade. The 'Love sleep & play' campaign from Saatchi & Saatchi UK sets out Pampers' philosophy on babyhood and breaks in Western Europe at the end of June, it then will roll out globally. The film has been made up entirely of YouTube clips that have been uploaded by parents and invites mums and dads to send in more video footage of their babies to be used in subsequent executions. Each of the clips had to be traced to the owner of the footage to gain their permission for it to be used, something that even YouTube didn't know exactly how to do until this project was undertaken.