The Pregnancy Paradox

Pure Mama

Brief —

Become the number one pregnancy skincare product for women in Australia and New Zealand.

Movement —

We created a provocative outdoor campaign that set about testing the axiom that ‘pregnancy related issues were not accepted in the mainstream’ Spoiler alert. They weren’t.

The campaign got pulled and consequently, picked up by media outlets across Australasia, including 7 News, which sparked a movement that empowered mums and mums-to-be to have honest and raw conversations about pregnancy.