The nation’s most anticipated baby competition breaks tradition in a new video content campaign by encouraging mums and dads to drop the filters, created by 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.

The video campaign is amplified via Facebook and Instagram across Mel Watts and Bonds owned channels.

Video Credits:

Client: Bonds
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