Huggies was a huge labour of love that began in 2015 when I returned from mat leave, after giving birth to preemie twins. Within months of my return, we created No Baby Unhugged, an initiative that both celebrated and supported the power of skin-to-skin hugs for babies. No Baby Unhugged was picked up by dozens of countries, including the U.S. It generated an enormous body of award-winning work, as well as an enormous increase in share of market, putting Pampers Canada in a defensive position for the first time in decades. The brand platform is still alive and kicking today. And Pampers is still shaking their heads in disbelief.