Client
Super-Pharm is Israel’s leading drugstore and beauty retail chain, offering a wide range of health, wellness, beauty, and household products. Known for its imaginative campaigns and seasonal events, Super-Pharm connects emotionally with consumers while delivering value through compelling promotions.

Challenge
How do you promote store-brand diapers as the star of a high-traffic, hard-sale campaign—without falling into generic baby advertising? For Super-Pharm’s annual Baby Sale, the goal was to creatively spotlight their own-brand diapers while maintaining the brand’s signature visual language rooted in art, dance, and emotional storytelling.

Creative Solution
We reimagined the diaper not just as a product, but as a hero of imagination. In this stylized, choreographed spot, two sleep-deprived but loving parents use their creativity—and a diaper—as a tool to entertain and soothe their fussy baby. The result: a playful yet touching story about the realities of parenting, brought to life with expressive movement and theatrical staging.

By turning the diaper into a narrative device, we elevated it beyond function, showing how it supports the emotional and creative moments that define early parenthood.

Impact
This campaign stood out in a category saturated with cliché imagery. It transformed a hard-sale product push into a visually striking and emotionally resonant film. The campaign successfully positioned Super-Pharm’s house-brand diapers as a trusted, central product in a parent’s daily journey—reinforcing the retailer’s authority in all things baby.