Babies are still learning to speak, so in this spot their diapers speak for them.

Many diapers contain products that can be harmful or otherwise irritating to a toddler’s gentle bottom – things like chlorine, perfume or paraben (a preservative commonly found in cosmetics products). But instead of shedding tears over this sad reality, babies are starring in a campaign led by Buzzman to show their support for Little Big Change, a competitor whose products are said to be 100% healthy.

The France-based agency worked with the new diaper brand on the “diapers that have things to say” concept, using babies to bring a simple message to companies whose products are considered more harmful: “Our caca deserves better.”

Little Big Change launched in June in the French market, and has been supported by a social media campaign.

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Credits

Client: Little Big Change
General director: Joel Santos
Marketing director: Tim Vandenbulke
Communication director: Gaelle Vilatte
Digital marketing director: Eamina Radjdi
Agency: Buzzman
President and ECD: Georges Mohammed-Chérif
Vice-president: Thomas Granger
Managing director: Julien Levilain
Creative directors: Julien Doucet & Lilian Moine
Artistic director: Julien Doucet
Copywriter: Lilian Moine
Artistic director assistants: Margaux Hontang and Thibault Picot
Copywriter assistant: Rayene Ait Tahar
Account director: Isaure Goetz
Account manager: Nathalie Duchatelet
Head of strategic planning: Clément Scherrer
Strategic planning: Fanny Camus-Tournier
Head of social media: Julien Scaglione
Social media manager: Marie Le Scao
Head of communication & PR: Amélie Juillet
PR and communication manager: Paul Renaudineau
PR and communication assistants: Suzanne Langlais and Victoire Fouquet-Lapar
Rights management: Dee Perryman
Head of TV production: Vanessa Barbel
TV production: Géraldine Bourguignat
Photographer: Jérémy Bouchet
Production: Caviar
Sound production: Schmooze
Director: Thomas Ralph
Producer: Celine Roudaud
Post production: Firm Studio