WaterWipes, the Irish baby-wipe brand has launched a new global campaign called, ‘When a Baby is Born, a Parent is Born.’
The first-ever global campaign from the Irish brand will exclusively air on TV in Ireland in March before going live across key digital platforms. According to company, the campaign makes a deliberate stand against ‘perfect parenting’ creatives commonly adopted by parent-focused brands.
Instead, it says, WaterWipes takes an honest, authentic and exhilarating look at parenthood: from apprehension to elation, from turbulence to pure bliss. The creative follows the journey of a woman experiencing defining and emotional parenting moments in beautiful and dramatic scenes. The milestones are mimicked by her engagement with the sea: leaping into the waves, being swept up in the chaos and strength, only to experience its calmness.
The Irish campaign has a media spend of €120,000 and will be handled by OMD Ireland and will run across TV, digital and social. The creative for the campaign was developed by the US agency NAIL Communications and was directed by Tiny Elephant.
“There’s a common misrepresentation by brands that parenting is smooth sailing; a focus on the highs but none of the lows. Honesty is at the very heart of WaterWipes, and we wanted to bring the journey into parenthood to life in a way that felt powerful and true,” says Lynda Magee, Commercial VP for WaterWipes UK & Ireland.
“Crashing waves signify rough times and tranquil water brings us back to those intimate, beautiful moments. As a brand that was founded by a parent, it’s really important for us to accurately capture the parenthood experience and showcase the entirety of the journey. Because we know that when a baby is born, a parent is born too.”