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By Laura Hudson

February 15, 2012 | 2 min read

Philips Avent has released an online video to promote its Facebook page to mums looking for guidance and advice, by sharing tips from real mums on how to get their babies to sleep.

Avent used its Facebook page and forums to find tips and stories from mums who were willing to allow their babies and their routines to be filmed.

The company claimed that it was important for it to use genuine research and to make the filming process as non-invasive as possible.

Produced by The Viral Factory, the video took several months and hundreds of hours of filming to create; filming schedules were made to fit entirely around each baby’s routine, and each baby was designated the cameraman that it most bonded with and was most used to, to create the most natural and calm environment to film in.

Creative director of The Viral Factory, Ed Robinson explained: “Avent’s Facebook page is a forum where mums exchange tips and help each other through the early years of motherhood. Our idea was to research and depict real mum’s tips for getting a tired and grizzly baby to sleep. The idea was a simple one, the execution was not... While the babies falling asleep own the film, it is very much about the experience from the mother’s perspective, and it was important to give it a shape which expresses this. From the tension, empathy and frustration of the tired crying, to the ever so delicate ‘drop off’, to peace and grateful relief.”

Content created with:

The Viral Factory

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