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.
Outdoor advertisement created by mcgarrybowen, United Kingdom for Mothercare, within the category: Retail Services.
Executive Creative Director: Angus Macadam
Creative Directors: Simon Lotze, Miguel Nunes
Art Directors: Anders Wendel, Laura McGovern
Copywriters: Elliott Tiney, Sarah Watson
Photographer: Sophie Mayanne
Head of Design: Andy Breese
Designers: Luke Ridgway, Simon O'Brien
Head of Account Management: Rachael Ford
Account Director: Kate Scrutton
Strategy Director: Chris Turner
Strategist: Ali Wynter