Alan Guendelman
Marketing Director at Delabase Inmobiliarias
Santiago, Chile
TitleCradles
Title (original language)Berços
Agency
Campaign Pampers Total - Procter & Gamble
Advertiser Procter & Gamble
Brand Pampers
Date of First Broadcast/Publication
Product Pampers Total Protect
Business Sector Baby Hygiene
Tagline “Sleep tight or sleep wet? Which do you prefer?
Story A special panel reproduces perfectly two cribs with a baby in each one. One is calmly asleep, the other is crying. In between, we see a picture of a Pampers Diaper’s package and the phrase: “Sleep tight or sleep wet? Which do you prefer?”
Story (original language) Um painel especial que reproduz fielmente dois berços com bebês, um dormindo calmamente e outro chorando. No centro uma foto com o pacote de fraldas Pampers e a frase: “Assim ou Assado. O que você prefere?”
Philosophy The agency created a panel that directly compares the night of a baby that wears Pampers with one who doesn’t. While the Pampers baby calmly sleeps, the other baby cries because of his soaked diapers. The text asks: “Sleep tight or sleep wet? Which do you prefer?” inviting the consumer to make the best decision on diapers.
Philosophy (original language) "A agência criou um painel que compara diretamente a noite do bebê que usa Pampers com a do bebê que não usa Pampers. Enquanto o bebê Pampers dorme tranqüilamente, o bebê da concorrência chora com a fralda molhada.
O texto pergunta: “Assim ou Assado? O que você prefere?” , convidando a consumidora a fazer a melhor decisão sobre a fralda ."
Problem Pampers was launching Pampers Total Protect, which assures 12 hours of absorption so the baby always stays dry and can sleep the entire night. The challenge was to communicate this benefit through a differentiated, high impact piece.
Problem (original language) A Pampers estava lançando a Pampers Total Protect que garante 12 horas de absorção para que o bebê fique sempre sequinho e possa dormir a noite inteira. O desafio era comunicar esse benefício através de uma peça diferenciada, de forte impacto.
Media Type Outdoor/Out of Home
Creative Director
Creative Director
Editor
Art Director
Account Director
Brand Managing Director

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