Dahee Song.
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BEHIND EVERY BABY

After 10 years, Pampers needed a renewed brand identity. We redefined how Pampers shows up — supporting every baby from the NICU to their very first steps.

Because they have everything in front of them, Pampers put everything into what’s behind every baby.

A CHILD WENT FORTH
 
EVERYTHING IN FRONT OF THEM
 
 
RESULTS
 

Featured in AdAge / Variety / DesignRush / Marketing Drive

The :60 anthem, featuring Stephen Wilson Jr.’s rendition of “Stand By Me”, launched on NFL opening weekend and generated 77.1M impressions across linear and digital platforms. The track quickly hit #1 on the Shazam Country Chart and rose in popularity to the point that Stephen Wilson Jr. performed it at the 2025 CMAs.

Social assets drove 500M views, with engagement 2-5x higher than historic rates across TikTok, Instagram, and Meta. Post-NFL, search interest “broke the index” compared to competitors.