Pampers’ CNY travelling baby campaign goes viral in China

Chinese New Year is just around the corner, P&G Pampers China has rolled out a CNY campaign featured a film, entitled “Babies on Board”. The brand aims to encourage everyone travelling this holiday season to spare some extra care for others during the journey home – especially for the littlest travellers.

Released on 18 January on the brand’s social platforms, the film has recorded over 7 million views. The film’s Weibo topic #春运妈妈# hashtag has been viewed 66 million times, with over 30,000 discussion and its Weibo topic two #帮宝回家# hashtag has 58 million views, with 270,000 discussions.

In the two-minute film, created by Saatchi & Saatchi, Shanghai, it illustrates how stressful travelling over the holidays is, with big crowds, delays, and extra luggage to carry, particularly for young parents with even more to carry plus an extra little person. Not to mention the stress of keeping baby calm and comfortable in an unfamiliar noisy environment and being conscious that the child doesn't disturb others along the way.


This ad shows how travellers on one flight come together to make the trip a little lighter for the baby, family, and everyone on-board.  

Apart from making diapers, Pampers aims to offer more to comfort babies on the journey home during the Spring Festival. On top of this film, Pampers has also partnered with Baiyun Airport in Guangzhou, Shenzhou, and Shanghai Metro to find solutions that make travelling more comfortable for babies.


Client: P&G Pampers China
Agency: Saatchi & Saatchi Shanghai
Executive Creative Director: Paul Copeland
Director: Frank Chan
Production House: A New Life Films