Pampers Cruisers: Swing

The all new Pampers Cruisers are 2x drier, 20% thinner and feature super-stretchy sides to keep her moving and playing effortlessly. For the official introduction of Cruisers, Pampers asked us to create an idea to spread the brand message “play on“.

To present Pampers Cruisers in an exceptional, playtime focused way and find mothers where they frequently are with their little ones, we chose regular baby-swings which can be found on most playgrounds as a perfect medium for playtime in motion. Outdoor swings were made for parks in Europe and indoor swings were used for a national PR launch event in NYC. They were covered with super-sized Cruisers, with the simple message: “play on“.

Advertising Agency: Saatchi Saatchi X Germany, Saatchi Saatchi Germany, Saatchi Saatchi New York
Chief Creative Officeres: Mark Karatas
Creative Director: Mark Karatas
Art Directors: Mark Karatas
Copywriter: Tris Bonarius-Gates
Production: Heike Erdelmeier, Norbert Arlt
Photographer: www.lumen-page.de
Accounts: Sasha Orr, David Barone, Sebastian Weil, Linda-Aileen Schlodder
Published: March 2010

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11 comments

Zenterdome's picture
Zenterdome
46 pencils

Very smart idea, right on the target group.

atb2005's picture
atb2005
13567 pencils

Awesome ambient!

xcreativity's picture
xcreativity
2374 pencils

great idea

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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morse's picture
morse
15028 pencils

This is superb.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Dzsoi's picture
Dzsoi
5268 pencils

Just great!

smartbox's picture
smartbox
177 pencils

Nice ambient! not superb for me. Just nice

kliker's picture
kliker
2 pencils

Nice idea, but already done by Ogilvy Frankfurt for Huggies pull-ups. Sorry for disappointing everyone :( They were even competing with the idea on Eurobest 2009.

http://www.eurobest.com/winners/2009/outdoor/index.cfm?award=101&sort=...

netei's picture
netei
215 pencils

sorry to disappoint you :( because the pampers cruisers swing idea is almost 2 years old. it runs in the shows since a couple of months, because there was no major roll-out planned before in europe and usa.
also mysterious is that not much to find about the huggies version on the net... why dont you post it? well, good luck : ) !

mosho's picture
mosho
298 pencils

smart! :)

Brain-Art's picture
Brain-Art
1101 pencils

Nice

brandingworthspreading's picture
brandingworthsp...
648 pencils

nice. It looks a little forced, but it's still good.

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