Over 50 years a lot of things had changed, Pampers thought it was time to show this in a big way. The idea was to use a product test not only to show progress in their product, but to show progress in the thinking behind it. They turned a product test into a conversation starter about the role of fathers today.

We invited 20 fathers with their children to test the new Pampers Baby Dry. The event allowed fathers to test the product, from play time right through to nap time. The event also allowed fathers to talk about themselves, and the role of fathers today, compared to 50 years ago.

In germany, 50,000 Facebook views and over 2 million views on Youtube.

In France, nearly 6 million Facebook views, and over 2 million views on Youtube.

In Spain over 900,000 views on Youtube.

In Portugal, over 300,000 views on Youtube.

In total, 12 million views across Germany, France, Spain and Portugal.

Pampers set a sign.

Pampers sparked a discussion about the role of fathers in our time