PAMPERS – HOPE IS BORN

In the aftermath of the devastating Beirut blast on August 4th, 2020, Pampers embarked on a mission that resonated deeply with our collective humanity. Their goal: donate a million diapers to the children affected by the explosion. And so, we needed to make sure we were going to tell a story that would reach a million people at least. With that in mind, we chose to tell the touching story of one remarkable child, George, who had an extraordinary birth– one that defied the odds.

THE STORY OF GEORGE

George’s mother was in labor when the explosion rocked the city of Beirut. Amidst the chaos and uncertainty, she bravely gave birth to him naturally, without the help of anesthesia. George and his family’s story mirrors the story of all the people of Beirut. It was a story of resilience, hope, and an unbreakable spirit.

STAYING CLOSE TO HOME

Our team approached this project with hearts full of empathy, determined to capture the essence of George’s story and the unbeatable spirit of Beirut. We shot the film in George’s own home, using a minimal crew to maintain a personal and intimate atmosphere.

During the editing process, our director, Jad Rahmé, noticed that the material shared with us by the family was captured in “live” mode on their iPhones and it was in these unassuming snapshots that the true magic lay. Jad and the editor transformed these pictures into moving videos, infusing the film with even more emotion and authenticity.

FILLING HEARTS ACROSS THE WORLD

The result was a heartwarming, emotionally charged piece of storytelling that resonated deeply with audiences. It was a testament to the power of human resilience and the importance of standing together in times of adversity. The film quickly went viral online, with people around the world sharing this beautiful story, touching hearts and spreading hope.

OUR BUNDLE OF JOY

A few months later, we received a surprise that filled us with humility and joy. Our heartfelt campaign earned 2nd place in Campaign Middle East’s top 20 campaigns of 2020. This recognition not only celebrated our creative work but, more importantly, allowed George’s story and the spirit of Beirut to reach an even wider audience. It was a reminder that, through storytelling, we can inspire and connect people, even in the face of the most challenging circumstances.

Inspired by our work with Pampers?

Contact us to bring your own story to life!