Imagine if adults could develop their minds and train up their muscles in their sleep.We showed parents just how different, important and how incredible sleep is for babies' development by contrasting it to the adult experience.We let mums and dads see and experience what really happens when babies' eyes are closed.

Sleep is the time when adults rest and recuperate, but for babies, it's when they get all the physical and mental hard work done. Our campaign let adults really understand what ‘Sleep Like a Baby’ could mean and how Pampers could help.

We launched on TV: we planted the thought that babies’ sleep is the time for all their amazing developments by contrasting it to adults’ sleep.

Print showed the incredible ‘To Do List’ that babies work through every night.Our live road-shows took parents on a 12 hour journey through baby’s sleep, experiencing hyper-busy mental activity and even the accelerated growth babies experience via the shrinking room! Weary mums could consult our sleep experts online or get a sleep-fix in our Sleep Pods.

Our in-store told mums how (if they were a baby) they would shop better with their eyes closed.