The campaign arrives in the wake of the news that Mothercare is to close 50 of its 137 stores by June 2019, which will potentially amount to a total of 900 job losses.
Placing customers and parents ‘at the heart’ of the campaign, the premise of the campaign is the understanding that every time a baby is born, so is a parent.
'First Steps' - the retailer's first step back into major advertising after ten years - is a series of creative executions that each demonstrate how every milestone of a child’s development, is also a milestone for the parent.
From the first tears at birth to the first trip to the nursery to the moment they become a big brother or sister, the campaign seeks to resonate with parents by illustrating the wonderful moments every parent experiences with their child.
The campaign will run across press, outdoor, social and online.
Executive Creative Director: Angus Macadam
Creative Directors: Simon Lotze and Migual Nunes
Creative Team: Laura McGovern and Sarah Watson
Business Director: Rachael Ford
Head of Strategy: Chris Mckibbin
Strategy Director: Chris Turner
Agency Producers: Jessie Hutter & Elaine Coyle
Photography: Alex Cretey Systermans and sourced shots
Production: Lou Lou Productions
Retouch: Smoke and Mirrors Media Planning: Brandi Stevens, Initiative Media