Mothercare: #BodyProudMums (Sophia)

10.0

Media Type:

Outdoor Outdoor

Brand

brand

Agency

agency

Country:

United Kingdom

Industry:

Retail Services

Over 80% of mums in the UK have admitted comparing their post-baby bodies to unrealistic ideals, with 90% of women aged 18-25 expecting their bodies to compete with celebrities and what they see in the media. Our Mothercare press and outdoor campaign tackled this issue by using un-retouched photography to celebrate the post-partum body, encouraging new mums to feel proud and confident about their bodies.

Credits

Advertising Agency:

mcgarrybowen London, UK

Executive Creative Director:

Angus Macadam

Creative Directors:

Simon Lotze, Miguel Nunes

Art Directors:

Anders Wendel, Laura McGovern

Copywriters:

Elliott Tiney, Sarah Watson

Photographer:

Sophie Mayanne

Head of Design:

Andy Breese

Designers:

Luke Ridgway, Simon O'Brien

Head of Account Management:

Rachael Ford

Account Director:

Kate Scrutton

Strategy Director:

Chris Turner

Strategist:

Ali Wynter

Date:

February, 2019