Case study
Pampers Poonami
Client: Pampers
Agency: Ocean Outdoor
The campaign
Known for disposable nappies, Pampers® focuses on creating greater comfort for babies and restful nights for parents. In 2024, the brand launched a campaign promoting Baby-DryTM Nappy Pants, which features a ‘Stop & Protect Pocket’ to prevent leaks from escaping during the night.
For this brand activation, Ocean Outdoor invited us to create a 3D digital out-of-home (DOOH) advert spotlighting the nappy range. Two beloved Pampers characters came to life, caught in the Stop & Protect Pocket, to help tackle those dreaded ‘poonamis’. We displayed this animation on the iconic Piccadilly Lights 3D screen, bringing smiles to parents passing by.
What we did
The first step was to model, texture and rig the characters in collaboration with Pampers, ensuring they aligned with their existing 2D designs used across the broader campaign. We also modelled the Baby-Dry Nappy, paying close attention to the Stop & Protect Pocket built at the back of the nappy. This pocket became the key part of the backdrop for the first section of the advert.
We created 20 iterations of the animation, each shown in situ so the Pampers team could envision the advert from street level at Piccadilly Circus. Once approved, we rendered the final animation in 6k resolution and warped it to achieve the illusion of depth, creating a truly immersive experience.
The Results
Pampers’ DOOH campaign ran hourly for a month at London’s Piccadilly Lights. Our animation caught the attention of passers-by, as the dreaded nappy leakage appeared to spill off the screen before being caught by the Stop & Protect Pocket.
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