Huggies Skin Essentials

The “Be Free, Baby” campaign launching the Huggies Skin Essentials line showcases how when babies are free from skin irritation, they (and their parents) are free to get on with the joys of babyhood. To announce this baby butt revolution, and to disrupt expectations and tropes of the hyper-perfected diaper and training pant industry, we worked with the photographer to deliver photography that captures real and intimate moments between parents and their babies/Big Kids. Photography was used across social and OOH units.