Campaign Diaries
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Global
Gen Z Perspectives: WPP, Huggies’ throwback hit and Coca-Cola’s refresh
Goal: Reconnect with a nostalgic cultural moment
Claim: They grow up so fast
Media: Out-of-home advertising
Summary: Huggies has revived a nearly two-decade-old campaign featuring an iconic photo of Lionel Messi bathing a baby Lamine Yamal, which went viral during the FIFA World Cup 2026. The campaign includes a new out-of-home execution aimed at capturing the essence of childhood.
Campaign Diaries
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