We focused on the insight that parents love to showcase videos of their babies and created a campaign with Zoheir Bahalul, Israel's Olympic commentator for almost 2 decades who is known for his extensive vocabulary and heartfelt broadcasts. Parents were invited to upload a video of their baby performing an athletic move. Then, Mr. Bahalul recorded a professional commentary for each video and the video was posted on the parents' Facebook walls.

Hundreds of parents uploaded videos of their babies and received personal commentary for the video. Most of them shared their video on Facebook, reaching other parents as well. In total, more than 50,000 unique viewers watched the videos. Product-wise, Freedom+ enjoyed the best diaper launch in Israel in the past 5 years, far surpassing Pampers' diapers.