Baby Buddy — Phil McFadden, Creative Copywriter

BABY BUDDY

Pregnancy and parenting app Baby Buddy wanted a marketing campaign to appeal to younger mums.

Our response: The Secret Life of Mums campaign. We used the Beyoncé pregnancy photoshoot to illustrate the disconnect between society’s idealised view of pregnancy with the less-glamorous, human reality.

Art Director was the brilliantly talented Rona Marin Miller.

Pregnancy and parenthood app Baby Buddy wanted to reach out and connect with young Mums.

We came up with the Secret Life of Mums campaign. We wanted to tell new Mums that pregnancy isn’t as glamorous as the media (and Beyoncé) may make it look. You may feel tired, shitty, and unattractive when the world is expecting the glowing face of motherhood. And that’s alright.

Art Directed by the fantastic Rona Marin Miller.