Parents turn to Reddit communities to celebrate milestones, trade stories, and find solidarity. Pampers tapped into that behavior with Pooper Heroes: a community-led content series inspired by real parenting stories and the extraordinary everyday movement of babies.

We invited redditors to share the tiny-but-mighty moves that made them proud—from conquering a first slide to fearlessly dancing through the living room. Working with an independent illustrator, we transformed selected stories into animated superhero shorts, then scaled the films across Reddit. 

The campaign celebrated real families, turned community stories into brand storytelling, and made product movement benefits feel joyful rather than clinical.

• Production Agency: Illo

• Illustrator: William Luong

• Ash Dunn, Creative Production Lead

• Stephen Vallera, Head of Creative