During the 2012 Olympic games, Proctor & Gamble took over as a major sponsor. 
In such competitive media, we needed to promoting Huggies' new diaper, Freedom Plus, in a different and interesting way.


We went viral!
We asked parents to upload athletic videos of their babies, and created a personal Olympic commentary for each baby with the help of ZoheirBahalul – Israel's most famous Olympic commentator for the last 2decades.


We were able to pull an upset, reaching digital conversation rates 3 times higher than our opponent during the Olympics in Israel.