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: Miguel Nunes, Simon Lotze
Creatives: Anders Wendel, Elliott Tiney, Laura McGovern, Sarah Watson
Head of Design: Andy Breese
Designer: Simon O’Brien, Luke Ridgway
Producer: Roz Prentice, Andy Carr, Elaine Coyle
Head of Account Management: Rachael Ford
Account Director: Kate Scrutton
Strategy Director: Chris Turner
Junior Strategist: Ali Wynter
Photographer: Sophie Mayanne
Client: Jayne O’Keeffe, Noella Dixon