Shanghai, China - For its Chinese New Year campaign, P&G Pampers China put out a heart-warming film entitled, “Babies on Board”, created by Saatchi & Saatchi, Shanghai. In the two-minute film, the brand encourages everyone traveling this holiday season to spare some extra care for others during the journey home – especially for the littlest travellers.
Travel over any holiday, and particularly Chinese New Year, is busy and stressful for everyone, with big crowds, delays, and extra luggage and gifts to carry. Imagine doing this with a young baby, with even more to carry plus an extra little person (or two). Parents really have their hands full! Not to mention the stress of keeping baby calm and comfortable in an unfamiliar noisy environment and being conscious that he or she doesn’t disturb others along the way.
Pampers wanted to do something besides making diapers that can give babies comfort on the journey home during Spring Festival. This touching ad shows how travellers on one flight came together to make the trip a little lighter for baby, family, and everyone on-board.
On top of this film, Pampers has also partnered with Baiyun Airport in Guangzhou, Shenzhou, and Shanghai Metro to find solutions that make traveling more comfortable for baby.
Video link here.
Client: P&G Pampers China
Agency: Saatchi & Saatchi Shanghai
Executive Creative Director: Paul Copeland
Director: Frank Chan
Production House: A New Life Films