Up until now, it's all been hazing. Now that you've proven yourself, Pampers has a few secrets to help make things go a little smoother. 

Initiation starts now.


GIFs will be placed online to raise awareness for the campaign while maintaining the theme of the "Motherhood" and incorporating aspects of a secret society.


To expand the idea of an exclusive organization, packaging would be re-designed using simple colors and shapes as well as the new identifying logo. 


AD: Katie Coward

Co-Copywriter: Dan Azneer