The brief in a nutsell
To deliver a master visual and headline that will form the inspirational base for a multi-visual campaign distributed across many channels. The core objective was to raise awareness towards the benefits of baby nutrition during pregnancy, the first 6 months and the first 3 years of a child’s life, and drive traffic towards the newly established SHSH website as a consolidated, informative hub of baby nutrition facts.
It’s all about baby nutrition and breastfeeding and we had to reflect the visual heroes in a very conservative way. So we shot the mom and baby in multiple breastfeeding positions, omitted the mom during post-production stage and replaced her with illustrations of several physical and mental activities, to portray the long-term benefits of breastfeeding. The visuals were powered by a generic headline and complimented by sub ones depicting each of the appealing visuals.