Expensive Sh*t
Huggies
The challenge
A blowout is when a baby's diaper fails to contain a bowel movement, leaking onto clothing, furniture, and surrounding surfaces. It's unpredictable, messy, and is one of parenting's most universal fears. Blowouts don't just ruin outfits. They ruin couches, car seats, strollers and more.
Despite diapers being designed to prevent them, parents don’t fully trust the claims. because in the moments that matter most. a single failure becomes a costly mess.
So parents have to live cautiously. In a category built on protection, confidence was the real gap.
Cannes Lions 2026
2x Gold
1x Silver
1x Bronze
The Opportunity
Huggies turned a product claim from something typically touted in a commercial, into a one-hour source of entertainment on social and in person. This is Expensive Sh*t: a one-hour streamed event where the most unpredictable force on earth – babies – crawled, played and pooped on top of nearly $500,000 worth of items. The only thing standing between those valuables and total disaster: Huggies Little Snugglers. The event streamed on TikTok Live, Instagram Live, and YouTube Live. No second takes. No safety nets. Influencer partners asked parents on social for their worst blowout stories. From there, we chose over 20 parents and 18 babies to become part of the hour-long event, seeing up close what Huggies can do. Meanwhile, parents around the world watched from the edge of their seats at home, rooting for babies to poop and sharing their blowout stories in the comments. Ultimately, we turned every parent's anxiety into their greatest form of entertainment on social, in person and beyond.