The baby category is plagued by a misrepresentation of reality: perfect nurseries, in perfectly tidy homes with perfectly rested parents. We set out to change that by focusing on a far more relatable truth: being a baby is pretty darn great. 

To launch Huggies' global campaign, we created an anthem film that demonstrates what it’s like being a brand new baby while also establishing Huggies as the helpful co-pilot that helps them - and, by association, their parents - navigate this wild, wonderful world.

Shortly after the campaign launched we showed up at the Super Bowl with a big game first: an ad featuring babies born on that very day, February 7th, 2021.

In it’s totality, the campaign included 8 films, print, social and a complete brand redesign on all of Huggies’ properties.