Mothercare - Body Proud Mums
Agency: mcgarrybowen London
Role: Creative Director
Photographer: Sophie Mayanne
Over 80% of mums in the UK have admitted comparing their post-
baby bodies to unrealistic ideals, with 90% of women aged 18-25 expecting their bodies to compete with celebrities and what they see in the media.
Our Mothercare press and outdoor campaign tackled this issue by using un-retouched photography to celebrate the post-partum body, encouraging new mums to feel proud and confident about their bodies.
Credit for cracking Transport for London’s “The Women We See” competition’s brief goes to Elliot Tiney and Anders Wendel and Sarah Watson and Laura McGovern who helped execute it after their departure.
D&AD WOOD PENCIL (Poster Campaign)
D&AD WOOD PENCIL (Casting)
D&AD SHORTLIST (Press Campaign)
D&AD SHORTLIST (Existing Sites Poster Campaign)
D&AD SHORTLIST (Photography)
D&AD IMPACT SHORTLIST (Equality & Diversity)
D&AD IMPACT SHORTLIST (Health & Wellness)
CANNES GLASS LIONS SHORTLIST
ONE SHOW SHORTLIST (Billboards & Transit)
ONE SHOW SHORTLIST (Health & Wellness)
CAMPAIGN BIG AWARDS GOLD (Retail Campaign)
APG STRATEGY AWARDS GOLD
WINNER, CREATIVE REVIEW PHOTOGRAPHY ANNUAL 2019 ADS OF THE YEAR, CREATIVE REVIEW
PRINT AD OF THE WEEK: LUERZER’S ARCHIVE
AD OF THE DAY: CAMPAIGN MAGAZINE
EDITOR’S PICK: AD AGE
EDITOR’S PICK: AD AGE
