This Is Parenthood Full Documentary
THE CHALLENGE
From airbrushed mums in adverts to polished posts from parenting influencers on Instagram, the unrealistic myth of ‘perfect parenting’ disempowers parents across the category and culture of baby care. No wonder over half of parents feel like they’re failing during the first year. Our challenge was to change the conversation around parenting, but do so with only a fraction of the budget of our conglomerate competitors.
THE SOLUTION
#ThisIsParenthood flipped the category on its head by celebrating the perfectly imperfect world of parenthood, tackling taboos and dispelling myths. To do this we documented real parents from across the world during their first year of parenthood - the highs and the lows. We created a series of short films, a documentary, photo series, social content and OOH that was seeded specifically in the places and spaces where parents needed support the most. We even worked with heroic parenting podcasters The Scummy Mummies to livestream a comedy show at 3am that united lonely parents on the night feed.
RESULTS
By inspiring self-belief in parents across the world, #ThisIsParenthood changed the conversation around parenting – sparking honest and open debate in social. Over 6.5 million views lead to a longer term 6% lift in brand awareness. The project also delivered commercial success with increase in sales over the campaign period as a direct attribution to the project.
• Cultural value – 75% share of culture vs Pampers & Huggies
• Brand value – 7+ up-lift in brand consideration
• Business value – 5+ increase in sales to date in key market.
We’re the earned-first advertising agency and a global network built for the modern world.
From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first.
We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands.
We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned-first, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising.
The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.
