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Babyganics Apologises to Parents Everywhere and Celebrates Perfectly Imperfect Parenting

Creative 210 Add to collection

Baby brand disrupts the category with new campaign from Red & Co.

Babyganics Apologises to Parents Everywhere and Celebrates Perfectly Imperfect Parenting

With its new campaign, baby products brand Babyganics is acknowledging and challenging today's cultural conversation of what it means to be a 'perfect' parent. 'Here's to Perfectly Imperfect Parenting' defies the concept of parental perfection and presents new brand commitments from Babyganics rooted in support and action.

Identifying a gap between how the baby category talks about parenting and how parents talk about parenting, Babyganics calls attention to the issue with an apology – a 'Sorry' letter to parents across the nation that addresses its role in parenting and encourages caregivers to stop striving for unrealistic parenting goals. Created by Red & Co.., the centerpiece of the campaign is a 60-second brand film, 'Wheels', a humorous sing-along spot that celebrates perfectly imperfect parenting.

'Here's to Perfectly Imperfect Parenting' leverages consumer insights and represents a progression in the conversation Babyganics has established within the parenting community. The campaign addresses real-life experiences the brand continues to hear from parents: two out of three parents feel like advertisements targeting them today don't accurately represent their own personal experience as a parent. Furthermore, 62% of parents say they have felt pressure to live up to unrealistic expectations often set by peers and society*.


Through a 360-degree national campaign, Babyganics is celebrating real parenting – from embracing and including all diverse definitions of family, to acknowledging the daily challenges all families face. 'Here's to Perfectly Imperfect Parenting' depicts the incredible labor of love and realization that parenting is not a fairy tale, rather a hero's journey – one that praises bravery, ingenuity, absurdity, diligence, sacrifice, hope, and community.

Babyganics is taking real action to help support parents' well-being through tangible commitments. Among its promises to parents, Babyganics will shift focus to family well-being by depicting real, non-sugar-coated moments and going directly to moms and dads for an honest look at the best and hardest job in the world – parenting.



*OnePoll Survey of 2,000 parents with children ages 0-6, conducted September 2021

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Babyganics SC Johnson

Chief Marketing Officer : Sara Mendez

General Manager : Brian Steinbach

VP of Brands : Connie Chen

Global Creative Director : Bill Darling

Brand Director : Samantha Abrameto

Brand Creative: Jennifer Bhalla, Katrina Firenze

Consumer Insights: John Welk & Tammy Chung

RED & CO.

Executive Creative Director : Mira Kaddoura

Creative Director : Jess Vacek

Art Director : Zorica Radovic

Creative(s): Dan Kroeger, Pierre Janneau, Nick North, Remi Sade, Karin Hesselvik

Business Director : Clare Pickens

Account Director : Alexina Shaber & Mackenzie Devine

Producer : Felicia Glover

Planning Director : Lisa Prince & Daisy Plummer

Brand Strategist : Marina Tokar & Alex Janneau

Social and Comms Strategist : Jocelyn Reist, John Rowan, Brad Ziff

Operations & Project Management : Shari Eiesland & Andrew Seistrup

Design Director : Marco Murillo

Designer : Jordenn Bailey

Business Affairs : Jennifer DeCastro

Intern : Alicia Araujo

FILM PRODUCTION | WHEELS

Director(s): Mira Kaddoura & Jess Vacek

Director of Photography: Karina Silva

Line Producer : Gwyn Fletcher

Executive Producer : Felicia Glover

EDITING COMPANY WORK Editorial

Editor : Anne Perri

Assistant Editor : Sidney Williams

AUDIO POST Th3rd Sound

Sound Designer/Mixer: Lance Limbocker

Music: Lullatone/Shawn Seymour. Vince Frates

MUSIC Wheels On The Bus

Artist / Title: Verna Hills

Colorist : Sofie Friis Borup

Producer: Alexandra Lubrano

DESIGN & ANIMATION PRODUCTION | NURSERY RHYMES

Animator: Hieronymous

Producer: Shari Eiesland & Andrew Seistrup

Creative: Mira Kaddoura, Jess Vacek, Zorica Radovic

Account : Clare Pickens, Alexina Shaber

Design Director : Marco Murillo

Design : Jordenn Bailey

Genres: Comedy

Categories: Food, Baby

KBPR, Fri, 15 Oct 2021 12:42:35 GMT