To connect with parents during everyday moments, Bayer and JWT transformed public diaper-changing stations into charming poster dispensers called “Poosters.” As parents changed their babies, they pulled illustrated posters that doubled as changing mats—each featuring delightful designs and a Bepantol Baby sample.

The idea turned a simple utility into a memorable, shareable brand experience. The combination of utility and delightful design made it instantly shareable on social media, amplifying word-of-mouth with minimal media spend. And earned a Cannes Lions shortlist for its mix of function, emotion, and design.

Recognition

• Clio Awards - Gold (Health/Out of Home),
  Silver (Health/Design), Bronze (Outdoor)
• Cannes Lions - Shortlist (Health)
• One Show - Bronze (Indoor & Outdoor Ambient Media)
• London International Awards - Bronze (Health)

Production company: Landia, directed by Rafael Rocha

Illustrations by PUM