A baby’s first birthday also marks the first year a woman learns to be a mother. After one year full of immense challenges, sacrifice and growth – it’s also Mom’s first birthday.

To recognize this achievement, Pampers helped dads surprise and thank their wives during the hospital visit for their baby’s one-year-old health checkup.

We documented this touching moment on film to share with Moms all over Japan and celebrate one of the most challenging times of their lives.

Thanks, Mom!

During the hospital visit for their baby’s one-year-old health checkup, the hospital was changed into a surprise event venue using the hallways as memory lanes where dads used pictures and props to show their appreciation. We captured this moment on film to share and celebrate one of the most challenging times of their lives.

Other tools were introduced such as Photobooks and an online tool for dads to write a thank you letter that was then mailed in post. Baby and Mom’s candles and birthday cards were created and distributed through cake, gift and stationary shops for Dads to celebrate Mom's first birthday.

With no advertising or media spend, the film received 4 million views in it’s first week and pushed Pampers to rank number one most favorable diaper brand in Japan (source: Client internal figures based on Ipsos). More importantly, the feedback and word of mouth from first year moms, experienced moms, dads, sisters of moms and everyone who watched the film, has been extremely heartfelt and emotional with a true sense of connection to the story we highlighted and to the Pampers brand.

- Brand name tweeted 160% more on the first week after the film launch.

- Daily average of 130% WOM observed after one week of launch vs previous month, generated online conversation.