Creative/PR agency Weber Shandwick put together a new campaign for Fisher Price, ringing in 2015 with New Year’s babies born in eight countries around the world.
For the spot, Weber Shandwick teamed up with filmmaker Patrick Creadon, who filmed in eleven hospitals located in Boston, Los Angeles, Tokyo, Nairobi, Mexico City, Sao Paulo, Bangladesh and Warsaw. Creadon and his crew took before and after footage of parents who agreed to participate in the documentary project and then quickly edited the footage in just a day. The resulting 90-second video (featured above) aired today as a paid integration on Good Morning America and, along with a 60-second version, will live on through social media channels including YouTube, Twitter and Facebook. This will be followed by a social campaign extending to Pinterest and Instagram, calling on viewers to join in on the conversation with the “#WishesForBaby” hashtag. Brand partner Shakira will also promote the campaign to her millions of followers on Twitter, Facebook and Instagram.
“It’s like Christmas morning, opening up all these films and not knowing what you’re going to get,” director Patrick Creadon told AdAge. “I’ve shot all around the world, but I’ve never edited it all together in a day…It’s a great story and an opportunity as a documentary filmmaker to do something challenging, but also powerful and very beautiful.”
Director: Patrick Creadon
Weber Shandwick: Lead and Creative Agency
Executive Creative Director: Josh Gilbert Executive ProducerIan Cohen Producer: Dan Rucci
Production Coordinator: Lilla Curran
EVP – Account Management: Pete Campisi
VP, Account Management: Dagmara Grabowski
Production Partners: Science + Fiction, Concern Worldwide
Editoral: EditBar, Boston
Editors: Peter Barstis and Kelly Hansen
Executive Producer: Vanessa Macedo