Toy brand Fisher-Price has unveiled a global campaign with the New Year's babies. The ambitious campaign was shot live in 11 hospitals around the world with real parents and newborns on Dec. 31 2014. Created in a span of just 24 hours, Fisher-Price's "Wishes for Baby" short film captures the hopes and dreams of new parents around the world.
The 90-second film created by documentary filmmaker Patrick Creadon and his video crews fanned out over eight cities – Boston, Los Angeles, Tokyo, Sao Paulo, Mexico City, Bangladesh, Nairobi and Warsaw -- to gather before-and-after footage of parents who agreed to filming the births of their New Year's babies.
That short film has been released in three versions, 90 seconds, shorter 30-second and 15-second spots and will later be run as paid media on YouTube, Facebook and Twitter. It will be followed by a social-media campaign on those sites plus Instagram and Pinterest soliciting more parents' wishes and attempting to spark conversations using the hashtag #WishesForBaby.
The digital campaign was made, in keeping with many of Fisher-Price's campaigns, which are designed to reach millennial moms who live online. The lead creative and PR agency on the campaign is Weber Shandwick.
"It's like Christmas morning, opening up all these films and not knowing what you're going to get," Creadon was quoted in Ad Age as saying. "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. … A new year and a new child is a very special moment. It's a great time to listen to parents' hopes and dreams for their children. That's a universal story."
Lisa Mancuso, senior VP-marketing for Fisher-Price Baby told Ad Age that the idea for "Wishes" came from the insight that everyone loves a New Year's baby, but the celebrating is usually done at a local level.
The effort is the brand's first official work under its "Best Possible Start" marketing push, which began with a soft launch this fall in partnership with singer Shakira and her Barefoot Foundation. The celebrity will promote "Wishes" to her 106 million Facebook fans, 5.5 million Instagram and 28.5 million Twitter followers.
Mancuso told Ad Age that it's likely that Fisher-Price will use more of the footage throughout the year in future marketing efforts "depending on what we get."
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