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