Mothercare
Creating a distinctive and memorable sleep campaign.
Services
Art Direction
Brand Strategy
Photography
Digital
Introduction
With over 60 years of experience being there for generations of families, Mothercare knows a thing or two about parenting. Their design ethos is centered around creating safe, functional and environmentally-conscious products, to inspire, educate and nurture generations to come.
The Brief
We were tasked with crafting a distinctive and memorable campaign for Mothercare, honoring its 60 years of expertise. Our approach centered on capturing the profound emotional bond between parents and young children—bringing it to life through humor, empathy, and a relatable sense of familiarity.
The Output
As parents ourselves, we connected with the brief on a personal level, drawing inspiration from real-life experiences. Our narrative focused on the relatable truth that children have a knack for falling asleep in the funniest places at the most inconvenient times.
Building on our previous brand strategy work with Mothercare, this campaign was the first to embrace their new brand endline: We know.
We Know Sleep is the first installment in a campaign series that highlights Mothercare’s expertise. Centered around the idea that little ones can nod off anytime, anywhere, the campaign showcases Mothercare’s comfort-approved products—designed to support parents, no matter when or where nap time strikes.
