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Dads’ role in raising the baby is for sure having fun with the baby, playing around. Pampers took on the mission to celebrate dads and their role by launching an entire platform through which we provoked dads to show us how they are having fun with their babies / toddlers. We launched an online challenge through a video, together with in-store activation. At the end of the campaign, one family could win a fully equipped car for them and their toddler.  The product on focus was Pampers Pants, the diapers that allow babies to move a lot without getting wet.