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Drypers launches Best Ever Awards

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SCA Hygiene's diaper brand Drypers has launched a nationwide content creation campaign titled the "Drypers Best Ever Awards" where parents can submit videos of their babies across various categories.These categories include quirky baby titles such as "Best Ever Sleeper", "Best Ever Dancer" and "Best Ever Drooler" to name a few.The campaign runs online on social media sites as well as radio over a period of six months. The winner will be revealed through online voting at the end of the campaign.To date, the effort has garnered over 100,000 shares and interactions since its launch. TSLA was the creative agency in charge while OMD handled media buying for the brand.TSLA was appointed to handle its creative duties in Singapore earlier in the year following a pitch that was held in November 2011. BBDO was the incumbent agency. R3 handled the pitch for SCA Hygiene.

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