dentsu aegis network dentsu aegis network

Award-winning 'Premmie Proud' campaign for Babylove

BWM Dentsu

Cannes Lions 2017, Global, Silver, PR - Social Community Building/Management
Clio Awards, Global, Brand Partnerships & Collaborations
D&AD Awards 2017, Global, Wood Pencil, Writing for Digial Platforms
The One Show for Creativity, Global, Bronze Pencil, Public Relations/CSR/Community Building
The One Show for Creativity, Global, Merit, Social, User Generated Content
Dentsu Creative Link, Global, Star, Mobile and Digital
Mumbrella Awards, Shortlist, Social Idea of the year

When a baby is born, parents love sharing the news on social media. But if the baby comes prematurely, you won’t always hear about it.

BabyLove believes every baby is perfect in their own way. So, we created Premmie Proud, a new social initiative to help encourage parents of premature babies to share their little miracle with the world.

Designed with the Miracle Babies Foundation, and the world’s number one baby photo sharing app, BabyPics, it’s a new range of hand-crafted photo overlays created specifically for premature babies. 

In less than three weeks: Premmie Proud was featured on blogs and news sites all over the world, earning a whopping 3.5 million media impressions. And we raised over $15,000 dollars for the Miracle Babies Foundation (despite that not being a goal). 

But most importantly, more than 10,000 parents of premature babies have used Premmie Proud to share their little miracle with the world.   

Credits Client: BabyLove
Assistant Brand Manager – Baby Care, Unicharm Australasia: Mae Mizuno
Marketing Manager, Unicharm Australasia: Debra Smith 

Client: Miracle Babies Foundation
General Manager, CoFounder, Counsellor: Kylie Pussell
Corporate Relations Consultant: Natalie Speranza
Western Sydney Coordinator: Frances Pellegrini 

App Partner: BabyPics
Co-Creator of Baby Pics: Sky Forbes 

Agency: BWM Dentsu
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Creative Group Head: Denny Handlin
Creative Group Head: Jon Foye
Head of Onscreen: Margot Fitzpatrick
Senior Producer: Paul Johnston
Planning Director: Moensie Rossier
Senior Account Director: Andrew Henderson
Account Manager: Ashley Martin
Design Director: Eeuwout ‘Dutchy’ Baart 

Production Company: Blue Boat
Director/DOP: Nick Price
Editor: Brendon Killen
Sound: Speed of Sound