TOKYO – P&G has launched a short documentary for its Pampers brand in Japan that gives recognition to the extreme effort and dedication mothers put into raising a baby in its first year.
Developed by Beacon Leo Burnett (also known as Beacon Communications), the video follows a group of mothers who take their babies to a hospital for their first annual checkup. As the checkup takes place, the husbands are shown creating a tribute to their wives outside the doctor’s office. The film then documents the wives’ reactions.
The video is supported by a website that encourages friends and relatives to wish all new mothers a ‘Happy first birthday’.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
The brand took home five Film Craft awards in total.
Now in its 32nd year, AOY has added two new AI-related categories as it recognises exceptional leadership, agencies, brands, and work across local, regional, and global markets.
Bookmark this page to watch all of the standout Grand Prix winners from the 72nd Cannes Lions Festival.
.png&h=268&w=401&q=100&v=20250320&c=1)
Unveiled at Cannes Lions 2025, Reddit’s AI-powered tools are designed to help brands tap into the power of community conversations and real-time insights.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)