Tommee Tippee, the feeding and accessories brand for babies and new parents, has launched a new global campaign that aims to “demystify the complex realities of feeding.”
Created by agency Manifest, the campaign comprises a hero film and a digital content series. Titled “Spill the Milk,” the campaign will run in the U.S., U.K. and Australia.
The agency described the ad—which features real mums and babies—as an “unapologetically raw” and “honest” look at breastfeeding and bottle-feeding.
The spot, which proudly shows bare breasts without blurring or obfuscation, features breastfeeding women, those who prefer to bottle-feed and a woman who, following a double mastectomy, formula feeds.
The hero spot will be supported by a six-part content series, due to go live over the coming weeks, which will feature a range of women from around the world opening up about their own personal experiences of early motherhood.
Each video will tackle a key theme including pregnancy, body image, judgment, latching and feeding.
The campaign is informed by research carried out by the brand which found first-time mothers continue to feel underprepared for the realities of feeding. Half of those surveyed said they felt pressured to breastfeed, and 74% said they felt society overlooked the challenges of breastfeeding.
“There is a lot of expectation and pressure put upon new mothers who often feel they have to feed in a certain way, and too often this is compromising their own mental and physical health,” said Chomoi Picho-Owiny, creative director at Manifest. “Many women we spoke to wished people had been more real and honest with them, and it’s from this insight that The Boob Life was born.”
Neil Knowles, global campaign and content manager at Tommee Tippee, added: “It is our mission to ensure all new mums can have positive feeding experiences, and with Manifest we’ve been able to develop a global strategy to help make that a reality.”
CREDITS:
Agency: Manifest
Production Company: The Gate
Creative Director: Chomoi Picho-Owiny
Campaign Director: Emma Corbett
Account Director: Emily Huyton
Campaign Manager: Liana Maher
Director: Fiona Jane Burgess
Producer: Rhiannon Lewis
Production Manager: Lindsay Cowan
Junior Producer: Emily O’Brien
Casting Director: Lee Mountjoy
Production Runner: Abbi Simpson
1st AD: Sarah Jones
DOP: Olan Collardy
Focus Puller: Kim Vinegrad
Grip: Mark Jones
2nd AC/DIT: Owen Cant
Gaffer: Chris Sarginson
Spark: Jenni Suitiala
Spark: Charlotte Stevens
Art Director: Hannah Wilson
Standby Art Director: Harry Mills
Sound: Rebecca Morgan
MUA: Lou Mccann
Makeup Assistant: Natalie Mckay
Spill The Milk Operator: Matt Parry
Spill The Milk Operator: Matt Gathercole
Spill The Milk Sound Recordist: Rebecca Morgan
Stills: Meara
Unit Medic: David Clayton
Catering: Taste The Love
The Boob Life Offline: Jo Lewandowska at Okay Studio
Colorist: Black Kite
Online: The Gate Films
Music: WWW by I.AM.EM supplied by Sentric Music
Spill The Milk Offline: Harley Spence at The Gate Films
Parents:
Sarah Morgad & Mila
Natasha Mushonga & Lowi
Burt & Silas
Rhianne Starbuck (pregnant mum)
Hannah Renew & Leo & Xander
Lorna Amor & Scout
Hannah Powis & Aria
Georgia Davis-Saguiped & Wolfgang
Zoe Chan-Eayrs & River
