Body Proud Mums campaign by Mothercare

McgarryBowen turned body shame into body pride for Mothercare (the UK’s largest parenting retailer). Body Proud Mums is a groundbreaking campaign that celebrates the post-birth body. The aim of the #BodyProudMums campaign was to show that the brand understood the pressures of parenting today, particularly for mothers.

All imagery was shot by photographer Sophie Mayanne who, in 2017, pledged not to digitally manipulate skin in her work. Sophie added: “The images depict the raw and incredibly emotional experience of childbirth. The aim is for mums of all shapes and sizes to be able to identify with these photos in one way or another, and to feel more confident with their imperfections.”

Source

Credits
Agency: McgarryBowen
ECD: Angus Macadam
Creative Directors: Miguel Nunes, Simon Lotze
Creative: Anders Wendel, Elliott Tiney, Sarah Watson, Laura McGovern
Head of Design: Andy Breese
Photographer: Sophie Mayanne
Designers: Simon O’Brien, Luke Ridgway
Producers: Roz Prentice, Andy Carr, Elaine Coyle
Head of Account Management: Rachael Ford
Account Director: Kate Scrutton
Strategy Director: Chris Turner
Junior Strategist: Ali Wynter
Photo Assistant: Anna Peacock
Stylist: Laura Meloni

Tags:
Print Advertising, Awareness Campaign, Best Creative Ads, Award Winning Campaign, Award Winning Ad, Body Proud Mums, Mothercare, Photograph, Motherhood, Digital Campaign