VML creates Baba's new integrated campaign after winning the brand's lead agency assignment

Launched on 13 April 2026, the campaign is being rolled out with a social-first approach, with a strong presence on TikTok, Facebook and Instagram, influencer collaborations, as well as television and print placements. The creative concept uses the bathroom routines of a family of four to show how the same situation becomes different depending on whether the character is looking at themselves from the inside or from the outside.

Behind the scenes, the campaign also features an exciting production approach. The changes in perspective were brought to life with MRMC Bolt Junior Plus motion control technology, while the foam used in the bath scenes was actually made from Baba shower gel. The project clearly demonstrates how VML translated the strategic task won in the pitch into a multichannel, trend-led and commercially relevant brand communications platform.