Best Family Online Video

Chicco launched “Never Stop Growing,” a campaign celebrating and supporting expecting and new moms 25–44, in navigating the balance between their expectations and the realities of modern motherhood. The campaign supported the introduction of Chicco’s NaturalFit® bottle collection, reflecting the universal truth that many moms feel overwhelmed and underachieving, even when they’re achieving so much. We set out to drive buzz and brand awareness with a goal of 500 thousand video views.

Our research revealed the emotional tug-of-war of new motherhood: Mom is performing many new roles, but she doesn't believe she’s performing any role as well as she’d like. With the resources and tools to support Mom and baby every step of the way, Chicco reminded moms they don’t have to give up anything to be a great mother.

To do this, we found a real mother who had recently returned to work and got her to open up about struggling to balance it all. Only it wasn’t your run-of-the-mill performance evaluation. It was a heartwarming video where her actual friends and family surprised her with compliments and reassurance that she was doing an amazing job, not just at work, but also in life. Captured in real-time with a casted HR director, the documentary-style video resonated with moms everywhere and was shared across top mom blogs, parenting sites and news media. We achieved and surpassed our goal to earn an unfair share of attention, totaling nearly two million video views, in addition to over 268 million earned media impressions.

Contributors:

MullenLowe U.S. Executive Creative Director:	Tim Vaccarino
MullenLowe U.S. Executive Creative Director:	Dave Weist
MullenLowe U.S. VP, Associate Creative Director and Writer:	Allison Rude
MullenLowe U.S. VP, Associate Creative Director and Art Director:	Brian Leech
MullenLowe U.S. Managing Partner, Public Relations/Social Influence:	Sheila Leyne
MullenLowe U.S. SVP, Group Account Director:	Rebecca Ginsberg
MullenLowe U.S. Group Planning Director:	Elizabeth Paul
Artsana USA, Inc., Maker of Chicco Products, General Manager, Feeding & Care:	Brenda Liistro
Artsana, S.p.A., Maker of Chicco Products, Global Nursing Marketing & Product Engineering Director:	Federica Padoa
Artsana USA, Inc., Maker of Chicco Products, Senior Marketing Product Manager:	Caterina Faraca

MULLENLOWE

Website: mullenloweus.com

Location: United Sates

About the Agency:

MullenLowe U.S. is a unit of MullenLowe Group, a creatively driven global network of distinctive agencies in more than 65 markets worldwide. MullenLowe U.S. is a “hyperbundled” agency, integrating disciplines from brand strategy to creative, digital marketing, media planning and buying, mobile marketing, public relations and social influence, design, CRM and performance analytics. MullenLowe U.S. specializes in working with thought-leader brands, including Acura, Royal Caribbean, Hyatt, JetBlue, U.S. Cellular, FAGE, American Greetings and Patrón. The agency has been recognized as a Fast Company Most Innovative Company and a 3x Advertising Age A-List Agency. MullenLowe U.S. has offices in Boston, NYC, LA and Winston-Salem, NC. MullenLowe U.S. is a wholly owned subsidiary of the Interpublic Group (NYSE:IPG). For more on MullenLowe U.S., please visit mullenloweus.com, twitter.com/mullenloweus or facebook.com/mullenloweus.