Pampers: Baby Book
Baby Book is a Facebook app that parents use to collect photos, stories and memories of their baby. Plot twist: when they're done Baby Book formats their stories on the fly into a beautiful, printed, hard cover book to keep forever.
Additional plot twist: that printed book includes every like and comment from their family and friends. We like to call it the world's first social Baby Book.
It's not a campaign; it's a product.
My role: concept, copy.