This year, the nation’s most anticipated baby competition breaks tradition in a new video content campaign by encouraging mums and dads to drop the filters!
In a new partnership between Bonds and Content Agency Emotive, the video led campaign celebrates the unexpected, funny moments that toddlers bring in all their individual glory.
We observe a day in the life of influencer Mel Watts capturing the spontaneity of her toddlers and their imperfectly perfect personalities on camera, inspiring mums and dads to do the same.
Emily Small, Head of Marketing at Bonds commented: “Emotive are committed to results driven creative and their ability to be nimble and optimise programmes in real time is invaluable. We are excited to be partnering with them for Baby Search 2018.”
Lucielle Vardy, Chief Strategy Officer at Emotive, said: “We’re thrilled to be working on this new approach with Bonds to help reframe the category’s definition of ‘cute’. The content strategy is designed to widen the access point to the competition as we encourage the parents to capture the entertaining and unplanned moments their babies and toddlers bring.”
The video campaign launched nationally via Facebook and Instagram. For more information, please visit https://www.bonds.com.au/babysearch/
Emily Small – Head of Marketing, Bonds
Caroline Bourke – Marketing Manager, Bonds
Sarah Dimauro – Social Media Specialist, Bonds
Creative, Production & Amplification: Emotive
CEO and Founder: Simon Joyce
Strategy: Lucielle Vardy
Business Director: Sarah Clifton
Social Media Director: Jamie Crick
Creative Director: Andrew Cameron
Creative and Director: Madeline Kelly
Senior Creative: Henry Stafford
Producer: Alistair Pratten
Editor: Tak Nakano
Audio Post-production: Rumble
Grade: Matt Fezz