Willow “Register for More”
In partnership with comedic legend Iliza Shlesinger, this campaign highlighted how pregnancy and parenting are filled with advice that doesn’t actually support mom. So, we built a registry associated with a baby shower, but one where moms could register for things they actually want like paid maternity leave, support, and tools.
Role: Creative Director
Agency: Ona Creative
Award: The Telly Awards, Silver
“Moms deserve better; they deserve empathy and humor. Willow’s team was on board with me satirizing some of the characters in mom’s inner circle. This ad is all about seeing the world from mom’s perspective and bringing some levity to our challenges.”
Social Content
Website & Campaign Content
The "mom registry" provided shareable resources for mothers and their circle of supporters created by experts and influential moms. We flooded our blog, social channels, and Pinterest with topics on paid family leave, pumping and breastfeeding, and mental wellness (small sample below).
