Your Baby’s Dream Never Stops With Pampers

Serviceplan Korea: Your Baby’s Dream Never Stops With Pampers
Serviceplan Korea: Your Baby’s Dream Never Stops With Pampers

“Your Baby’s Dream Never Stops With Pampers”: New campaign for P&G Korea Shows Diapers from a Baby’s Point of View

An enchanting new animated spot from Serviceplan Korea and Ukraine for Pampers Korea takes viewer into the dream World of a Baby: “Your Baby’s Dream Never Stops with Pampers.“

Seoul, 31 July 2019 – A unique animated ad for Pampers from Serviceplan Korea, inspired by the fact that Pampers is known in Korean as ‘Night Diaper’, has been launched online in Korea.  The animation shows a baby’s dream where he goes on an adventure in a boat made from his cot, all the while sleeping comfortably wearing a Pampers diaper in his Mother’s arms.  

Sleeping well is extremely important for a baby to grow healthy and happy, and Pampers provide babies with the comfort to enable good sleep. The vision of the spot is to show the emotional benefit of Pampers, and appeal to Millennial Mum’s by strengthening the bonding experience and exploring the dreamscape of a baby. 

The campaign was a collaboration between Serviceplan Korea and Serviceplan Ukraine.

Serviceplan Korea created the whole concept and creative and Serviceplan Ukraine was responsible for the production process with the animation studio TPH ONE in Ukraine.

The core benefit of Pampers is that they are soft and dry even after using them overnight, so Pampers is called ‘Night Diaper’ in Korea. In other words, Pampers helps babies to sleep comfortably which supports the happiness of both babies and parents. Yet, this nickname can also cause misconception that the product is for night time. However, babies sleep throughout the day. Therefore, the insight of Serviceplan was to change the nickname to ‘Beauty Sleep Diaper’. 

“Your Baby’s Dream Never Stops with Pampers” visualises the vision of Pampers, illustrating how Pampers cares for both Mothers and babies, and supports their healthy growth. The spot raises a question: why not look at the experience of wearing Pampers from a baby’s point of view? Inspired by ‘Beauty Sleep Diaper’, Serviceplan illustrated a baby’s dream where he experiences diverse adventures. 

Serviceplan Korea and Ukraine produced an animation to fully visualize ‘baby’s adventure in his dream,’ and successfully delivered the brand message with a beautiful work as a real movie. 


TITLE: Your baby’s dream never stops with Pampers 

Commercial Leader: Suraen De Silva

BM: Haejin Han 
ABM: Yoojin Jeon 

Serviceplan Group:

Global Chief Creative Officer Alexander Schill 

Serviceplan Korea:

CEO: Julie Kang  
Creative Director: Jihyun Seo 
Art Director: Eunman Kim 
Associate Art Director: Jiho Ahn 
Chief Content Officer & Creative Strategist: Jongpil Yoon 
Strategy Planning Director: Jiwon Kim
Senior Account Manager: Yujin Ko
Account Manager: Yerim Kim 
Account Executive: Sungbae Cho 

Serviceplan Ukraine:

Production Company: Serviceplan Ukraine
CEO: Elena Yakovleva 
Group Account Director: Andrey Kozachynsky
Creative Director: Igor Klymenko 
Managing Director of HoC in Ukraine: Eugen Sokolov 

Animation Studio or Production Company: TPH ONE, Ukraine 
Music Production: MassiveMusic
Director of Creative Development APAC: Tamon Fujimi 
Director: Rick Sakurai 
Executive Producer: Junya Terui 

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Lee Sharrock

Global Communications Officer

+44 730 525 3020