Weber Shandwick Greeted New Year's Babies for Fisher-Price

In this case, said material was a real-life advertisement that went a few hundred steps beyond your standard 30-second TV spot. The agency’s ad unit collaborated with the client and filmmaker Patrick Creadon to visit hospitals in eight cities around the world, documenting the arrival of our planet’s newest residents for a Life in a Day-style short:

The ad, which debuted on Good Morning America and received quite a few positive press mentions (including an “Ad of the Day” post in Adweek), hints at the client’s messaging efforts moving forward: “Best Possible Start” is a tagline fit for every newborn, and Fisher-Price hopes that “parents will see themselves in the film” and add a little UGC to the...