New GUT work for Huggies

During the biggest soccer tournament in the world, over half of the US workforce planned to skip work to watch the tournament live.

So that people can legitimately miss work, Huggies is encouraging couples who can, to plan accordingly for the 2026 tournament … with their parental leave, that is. Huggies has done the math: if you conceive a baby in October 2025, leave will be perfectly timed to June 2026. And they’re not the only ones who are planning ahead – there are even several social posts going viral around this “trend.”

By adding to their family’s team, parents can enter for a chance to win six weeks’ worth of free diapers. Because Huggies is there for every step of the journey to parenthood.

As the official “sponsor” of baby-making overtime today, to sponsor diapers in June 2026, the brand is launching a spicy social campaign with provocative music and aphrodisiac undertones to encourage couples to “kick things off.”

Campaign Title: “Huggies World Cup Paternity Leave”
Client: Huggies
● Patricia Corsi, Chief Growth Officer
● Luiz Sanches, Global Chief Creative & Design Officer
● Denis Kakazu, Senior Director, Global Creative & Design
● Gustavo Sarkis, Global Creative Lead
● Sarah Paulsen, Senior Director, Global Marketing
● Katie Nikolaus, Director, Global Marketing and Partnerships
● Jen Kasmarick, Director, Global Content and Production
● Andrea Zahumensky, President, North America BCC, Personal Care Transformation ● Matt Barresi, Vice President, North America Huggies
● Evan Scanzera, Senior Brand Manager, US Diapers
● Trevor Park, North America Social Media, Associate Director
● Tabitha Dosch, North America Communications, Associate Director
Agency: GUT
[GLOBAL]
● Gastón Bigio – Founder & Creative Chairman
● Anselmo Ramos – Founder & Creative Chairman
● Andrea Díquez – Global CEO
● Fernando Ribeiro – Global CSO
● Carmen Rodríguez – Global CGO
● Agustina Garavilla – Global Head of Operations
● Christine Prins – Global Chief Communications Officer
● Christian Pierre – Global Chief Intelligence Officer
[Miami]
● Ricardo Casal- CCO
● Juan Javier Pena – CCO
● Sandra Alfaro – CEO US
● Tristan Stevens- Head of Brand Leadership & Operations
● Jose Ramirez – Creative Director
● Rafael de Miranda – Creative Director
● Bruno Reis- ACD Copy
● Joao Corazza – ACD Art
● Carolina Foster – Group Account Director
● Carolina Dunand Perez – Account Supervisor
● Natalia Davila- Chief Strategy Officer
● Matias Candia – Group Strategy Director
● Veronica Diaz – Jr. Strategist
● Renata Neumann – Head of Production
● Marinet Quinones – Business Affairs Director
● Kristy Garcia – Director of Project Management
PRODUCTION
PR: Alison Brod Marketing + Communications ● Executive Vice President: Brooke Scher Mogan ● Executive Vice President: Jessica Axelrod ● Executive Vice President: Beth Daigle ● Senior Account Director: Taylor Frazier ● Account Executive: Chloe Levin