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Pampers Launches Love, Sleep & Play Campaign

September 3, 2013

Diaper brand displays 3-D photo experience in New York City's Grand Central Terminal.

Procter & Gamble's diaper brand Pampers has placed babies across the country center stage to unveil their new Love, Sleep & Play campaign, which celebrates the millions of unique ways babies experience love, sleep and play. Pampers says it understands that the how, when and where love, sleep and play are displayed isn't what’s important; what’s important are the joyful ways each baby delights in their own experiences—so who better to be in the spotlight and reveal the campaign than little ones themselves?

To honor these priceless love, sleep and play moments, Pampers hosted a special event in New York City's iconic Vanderbilt Hall at Grand Central Terminal. The historic site, which is celebrating “a century of arrivals” this year, was transformed as the littlest of arrivals (babies!) helped to unveil a first-of-its kind, user-generated baby photo experience. Throughout the last month, Pampers has rallied parents across the country to submit photos of their babies experiencing love, sleep or play to the Pampers Facebook page for the chance to be featured in their big celebration. After receiving more than 30,000 photo submissions, Pampers compiled the images into a larger-than-life 3-D projection. Mother-to-be, actress Jennifer Love Hewitt, and Mexican actress, mom and TV host, Jacqueline Bracamontes, were on-hand at the event to walk the “teal carpet” and help Pampers reveal the display while celebrating the millions of unique ways babies experience love, sleep and play.

“I'm truly thrilled to join with Pampers as they celebrate love, sleep and play with this ‘larger-than-life,' projection—the images of all the precious babies were truly an amazing sight to see," says Love Hewitt. “As an expectant mother, I know that I will treasure the simplicity of those special love, sleep and play moments of bonding with my own child and I think it's so great that Pampers is bringing these beautiful moments to light.”

For those who couldn’t attend the event, Pampers captured the unveiling of the 3-D photo projection so parents everywhere could personally experience the special moment-in-time and delight in seeing babies’ unique moments of Love, Sleep & Play proudly displayed on the massive wall of Vanderbilt Hall in Grand Central Terminal. The video content will be revealed on Pampers social media channels in the coming days.

“As we unveil our newest campaign, we are thrilled to turn the launch over to little ones themselves,” says Fama Francisco, Pampers vice president and general manager. “We are delighted to celebrate the millions of unique ways babies experience love, sleep and play with this one-of-a-kind reveal and we hope parents everywhere enjoy seeing photos of their little ones delighting in these very joyful moments."

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