Imagine you are a baby. Imagine everything you see, hear, feel and experience is as a baby would experience it. What would it be like? Imagine a world where everything from the dog’s basket to the sound of dad’s snoring is fascinating and irresistible to you.

Pampers transformed the grown-up world and drew mums and dads into the world of their growing baby. Each media channel was used simultaneously to trigger a different mental, physical or sensorial response. The objective: for parents to find themselves responding, even behaving, like babies, when they interacted with the media.

Stockholm (March 04), Athens (May 04), London (Feb 05) and Miami (Apr 05) were the canvas for our campaign.At our live roadshows parents could walk through every stage of baby’s development: struggling to take their first steps and falling down the giant toilet.On TV and radio we played peekaboo with mum and mesmerised her with colours, shapes and sounds.

Over-sized furniture in parks and cafes gave parents a real physical work-out as they tried to climb on like baby.

In print (parenting press, direct) and in-store we ‘tricked’ them into following their own curiosity, to behave just like an inquisitive baby would.