Fisher-Price makes 2015’s first newborn babies the stars of global campaign
Fisher-Price has welcomed the New Year with a heart-warming film that captures the birth of some of 2015’s first newborn babies.
The “Wishes for Baby” creative highlights the excitement and anticipation of new parents who agreed to have the birth of their babies filmed on New Year’s Day. Spanning eight cities, including Tokyo, Nairobi and Warsaw, the toy maker has pulled together before and after footage of the newborns to tug at the heartstrings of viewers.
Each story pushes the bond between parent and child, capturing those first moments they share. Fans will be able to share memories and experiences of their own babies with the #WishesForBaby hashtag, while high-profile illustrator and parent Adele Enersen will translate the most popular wish themes into artful responses. Facebook, Twitter, Instagram and Pinterest will be used to collate the responses over the next six weeks alongside paid media on Facebook, Twitter and YouTube.
Lisa Mancuso, senior vice president of Fisher-Price global brand marketing for babies, said: “We hope parents will see themselves in the film and be encouraged to add their own wish for their child to the worldwide chain.”
The campaign is the first under the brand’s “Best Possible Start” marketing banner, which was soft launched by popstar Shakira and her Barefoot Foundation last year.
The creative concept bares similarities to recent efforts from Dove and Starbucks, which have both eschewed more traditional concepts to put their customers front and centre of ads in the hope of eliciting more emotional responses from viewers.