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The Market wins Britax Romer Pan-European campaign

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By The Drum Team, Editorial

October 30, 2008 | 2 min read

Shopping design specialist The Market has developed new work for leading child car seat manufacturer Britax Romer.

The Market, which has Bounty, Bushbaby, SSL International and Vital Baby among its roster of baby brand clients, came up with two executions for Britax Romer’s new car seat range.

The Market’s creative director Dorina D’Ambrosio worked with the agency’s own Mums’ Panel, a group of mums who are gathered on a regular basis to give the creative team perspective on everyday family life and on specific subjects, in this case safe travel.

D’Ambrosio and her team used insight from the session to come up with The Safe Hands campaign, which humanises Britax Romer’s approach to safety innovation by demonstrating how a parent instinctively holds their child.

The two adverts produced will run in parenting titles across Europe, including Mother and Baby in the UK.

The Market’s managing director Sue Benson said: “The Safe Hands campaign uses emotion to engage and connect with mums.

“We’ve included powerful visual triggers - a mum hugging her precious child - to demonstrate the key product benefits of safety and protection, and to re-inforce Britax Romer’s ‘number one for safety’ positioning.”

Based in Trafford Park, Manchester, The Market was established by former McCann Erickson directors Sue Benson and Dorina D’Ambrosio in 2006. It boasts Moben, Sharps and Dolphin and Fresh Retail Ventures, marketers to Jamie Oliver’s product range, among its clients.

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