Mothercare: #BodyProudMums (Eleanor)
Media Type:
Outdoor
Brand
Agency
Country:
Industry:
Over 80% of mums in the UK have admitted comparing their post-baby bodies to unrealistic ideals, with 90% of women aged 18-25 expecting their bodies to compete with celebrities and what they see in the media. Our Mothercare press and outdoor campaign tackled this issue by using un-retouched photography to celebrate the post-partum body, encouraging new mums to feel proud and confident about their bodies.
Credits
Advertising Agency:
mcgarrybowen London, UKExecutive Creative Director:
Angus MacadamArt Directors:
Anders Wendel, Laura McGovernPhotographer:
Sophie MayanneHead of Design:
Andy BreeseDesigners:
Luke Ridgway, Simon O'BrienHead of Account Management:
Rachael FordAccount Director:
Kate ScruttonStrategy Director:
Chris TurnerStrategist:
Ali WynterDate:
February, 2019
Ad of the day
Ad of the Day | Nike/NOCTA: Just Like Candy
9.5
Ad of the Day | Pizza Hut: Every Four Years
9.8
Ad of the Day | Airalo: Connection Means the World
0.0
Latest News
Aug. 14, 2026
Publicis Spain and Vagisil present "WHAT'S IN MY VAG", the Summer Essentials Almost no one Talks About
Inspired by the viral trend “What’s in my bag?”, the campaign twists the concept into “What’s in my vag"
Aug. 14, 2026
Revry Reveals "King of Drag" Season 2 Cast and Live National Tour
The first drag king competition series returns this fall and hits the road for a 22-city national tour