Philips Avent, in collaboration with LePub, is launching an empowering new campaign called #ShareTheCare. This initiative aims to address the challenges faced by moms and put a spotlight on the importance of their well-being and self-care.
To raise awareness, Philips is creatively leveraging the Daylight Saving Time change with a series of activations in iconic locations such as Times Square, as well as virtual out-of-home clocktower takeovers.
We spoke to Sandrine Le Goff – Executive Creative Director at LePub Amsterdam, to learn more.
What was the brief?
Recruit first time, expecting parents into Philips Avent portfolio (with a current focus on bottle feeding)
How did the initial pitch/brainstorming phase go?
It wasn’t a pitch – great! - so we had real teamwork with the client team and our strategic planners and creatives to shape the strategic territories around the mom's lack of self-care. The creative solution is simple but it’s always a process to get there because Philips products don’t directly provide self-care, but they are of course a brilliant solution to share the care.
What was the process behind ideating the concept?
It was a very close collaboration and reiteration process between strategy and creative ideas. It was a fluid process where clients were more often in the kitchen with us than usual as we were together shaping the brand voice for the category for the first time. We wanted to show the category away from the cliched of happy moms and happy babies and craft a real-life, caring, and intimate brand voice.
What was the production process like?
It was complex because we both needed to have a hero film and nine product films because it was the first time Philips Avent talked as a brand across all their product range from bottles to monitors, pregnancy app, breast pumps and soothers, and each should have the same emotional nature.
We chose a director who helped us maintain the quality across all films. Rune Milton was a true partner to our creative duo, he truly collaborated with us to make our script better, more emotional, more fluid and universal. He is a great craftsman and pays attention to all details of film craft so everything from cinematography to music and sound design contributes to enhancing the insightful stories we wanted to tell. We couldn’t have dreamed of a better collaboration.
What was the biggest challenge during production? How did you overcome it?
Babies!!!! It’s very hard to shoot with babies, they tend to sleep when we need them to drink and cry when they’re sleeping and oh so very cute when they’re meant to be bowling in anger. We had to sacrifice a few scenes because we needed to have the space and time for babies to be on set in a caring way and be flexible, thinking of new solutions constantly when we couldn’t shoot what was planned. Teamwork again!
What kit/tools/software were used to create the project?
Resolve
Avid
Nuke
Premiere
Photoshop
Pro Tools
What is one funny or notable thing that happened during production?
We had a lot of issues with babies as mentioned before and then we had one scene with a cat, and we lost the cat! We still to this day have a WhatsApp group between creatives and the director called "We Lost The Cat" that has been since then renamed "We Found The Cat."
What’s the main message of this project and why does it matter?
The new brand positioning is calling on families, friends, and communities to help moms and all new parents share the care, so they can prioritize their well-being and self-care to provide the best baby care. The new positioning is backed by research, revealing that moms often feel guilty spending time on ‘me’ – almost half of moms (44%) are under pressure to “do it all.”
How long did it take from inception to delivery?
Eighteen months: enough time to conceive and deliver two babies.
What do you hope it achieves for the brand?
Philips Avent is a beautiful humane brand that has at its heart the innovation and care for families, and not just babies. We’re hoping to have contributed to the brand being noticed and recognized for what it has done for forty years: help moms to share the care.
Credit list for the work?
Brand: Philips Avent
Marci El Deiry : Global Business Leader Mother & Child Care, Women’s Health (MCC & WH)
Idil Kavakli: Business Category Leader MCC & WH
Andrew Bower: Business Category Leader MCC & WH
Claudia Calori: Global Head of Marketing Excellence
Josefien Olij: Senior Director Global Marcomm & Academy
Alice Anselmi: Global Marcomm Director MCC&WH
Georgia Faris: Global Sr Marcomm Manager MCC & WH
Josine Brokken: Global Sr Producer MCC & WH
Shannon Cooper: Global Media Strategy Manager MCC &WH
Brenda Kapner: Regional Business Unit Leader North America MCC & WH
Carly McConnell: Sr Campaign Manager North America MCC & WH
Creative Agency: LePub Amsterdam
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global CCO LePub: Cristiana Boccassini
Chief Creative Officer: Milos Obradovic
Global Chief Strategy Officer: Bela Ziemann
Strategy Director: Isabella Mulholland
Strategy Planner: Martina Rinciari
Communications Director: Adam Lotz
Executive Creative Director: Sandrine Le Goff
Executive Creative Director: Jessica Kersten
Art Director: Barbara Ryan
Digital Art Director: Alejandro Gutierrez
Digital Copywriter: Nikolay Malchev
Account Director: Sanne Kragten
Senior Account Manager: Jack Furey
Producer: Niko Koot
Producer: Tania Dal Pra
Producer: Veronica Bottanelli
Executive Producer: Francesca Zazzera
Hanna Janasik: Ethnographer/Data Analyst
Tumay Mavi: Data Analyst
Zoe Lazarus: Global Head of Data & Lab
Global Head of PR and Communication: Isabella Cecconi
PR and Communication Lead: Julie Foulet
Production Agency: Wenneker Amsterdam
Director: Rune Milton Olsen
D.O.P.: Daniel Voldheim
Executive producers: Moniek Sterk, Karim van de Zande
Art director: Jantien de Wilde
Styling: Esmée Croqué
Photographer: Robin de Puy
Post production: Chemistry, Wenneker Amsterdam
Post producers: Daphne Litjens, Camilla Nilsson
