In 2013 Pampers challenged us to find a captivating way to celebrate the birth of William and Kate’s first baby.
They wanted to use this major public event to highlight how precious the life of every child is and draw attention to their work with Home Start UK, a charity that offers support to families and children facing challenges.
It also needed to communicate Pampers core values – That to thrive, all children need is love, sleep and play.
To create the world’s largest baby blanket knitted out of real tweets.
A giant knitting machine was set up at one of the UK’s busiest shopping centers and the public were invited to tweet their messages of goodwill to the royal couple.
These tweets were knitted live onto the blanket.
People watched as over several weeks, a giant baby blanket took shape.
What we Made
We developed the creative idea and worked on the production of the event from start to finish.
It was a big technical challenge to bring together a number of inherently incompatible elements and make them work together. Not least, a large knitting machine that had to operate non-stop for 12 hours a day over several weeks and which was never designed to knit tweets!
A bespoke design template translated the tweets into designs that worked in ‘knitted resolution’. We moderated the randomly selected messages and ensured approved tweets were printed onto the blanket in a short timeframe.
The result was a baby blanket of epic proportions made up of over 9,000 tweets.
For every tweet sent, Pampers donated a nappy to the charity Home Start UK. By the end of the campaign over 100,000 nappies had been donated.
And once the event was over, individual sections of the blanket were framed and donated to brighten up the wards at children’s hospitals around the country.
What we did: Concept Development / Creative Direction / Production, Project Management, Content Creation
Agency: Outside Line / Saatchi & Saatchi