New campaign by Serviceplan for P&G Korea shows diapers from a baby’s point of view

Ads, Creativity

An unique animated ad for Pampers from Serviceplan Korea, inspired by the fact that Pampers is known in Korean as ‘Night Diaper’, has been launched online in Korea.  The animation shows a baby’s dream where he goes on an adventure in a boat made from his cot, all the while sleeping comfortably wearing a Pampers diaper in his Mother’s arms.

Sleeping well is extremely important for a baby to grow healthy and happy, and Pampers provide babies with the comfort to enable good sleep. The vision of the spot is to show the emotional benefit of Pampers, and appeal to Millennial Mum’s by strengthening the bonding experience and exploring the dreamscape of a baby.

The campaign was a collaboration between Serviceplan Korea and Serviceplan Ukraine.

Serviceplan Korea created the whole concept and creative and Serviceplan Ukraine was responsible for the production process with the animation studio TPH ONE in Ukraine.

The core benefit of Pampers is that they are soft and dry even after using them overnight, so Pampers is called ‘Night Diaper’ in Korea. In other words, Pampers helps babies to sleep comfortably which supports the happiness of both babies and parents. Yet, this nickname can also cause misconception that the product is for night time. However, babies sleep throughout the day. Therefore, the insight of Serviceplan was to change the nickname to ‘Beauty Sleep Diaper’.

“Your Baby’s Dream Never Stops with Pampers” visualizes the vision of Pampers, illustrating how Pampers cares for both Mothers and babies, and supports their healthy growth. The spot raises a question: why not look at the experience of wearing Pampers from a baby’s point of view? Inspired by ‘Beauty Sleep Diaper’, Serviceplan illustrated a baby’s dream where he experiences diverse adventures.

Serviceplan Korea and Ukraine produced an animation to fully visualize ‘baby’s adventure in his dream,’ and successfully delivered the brand message with a beautiful work as a real movie.



  • Commercial Leader: Suraen De Silva
  • BM: Haejin Han
  • ABM: Yoojin Jeon

Serviceplan Group:

  • Global Chief Creative Officer Alexander Schill

Serviceplan Korea:

  • CEO: Julie Kang
  • Creative Director: Jihyun Seo
  • Art Director: Eunman Kim
  • Associate Art Director: Jiho Ahn
  • Chief Content Officer & Creative Strategist: Jongpil Yoon
  • Strategy Planning Director: Jiwon Kim
  • Senior Account Manager: Yujin Ko
  • Account Manager: Yerim Kim
  • Account Executive: Sungbae Cho

Serviceplan Ukraine:

  • Production Company: Serviceplan Ukraine
  • CEO: Elena Yakovleva
  • Group Account Director: Andrey Kozachynsky
  • Creative Director: Igor Klymenko
  • Managing Director of HoC in Ukraine: Eugen Sokolov

Animation Studio or Production Company: TPH ONE, Ukraine

Music Production: MassiveMusic

Director of Creative Development APAC: Tamon Fujimi

Director: Rick Sakurai

Executive Producer: Junya Terui

International Communications Officer, Serviceplan Group: Lee Sharrock