PHILIPS AVENT | my place
iD\TBWA
To celebrate Golden August, the month dedicated to raising awareness about breastfeeding, we created “MY PLACE” (O MEU LUGAR)
an initiative that transformed urban spaces into welcoming environments for breastfeeding.
The campaign was born from active listening on social media, where we identified that many women feel uncomfortable breastfeeding in public spaces.
With this insight in mind, we invited mothers to share their real experiences of breastfeeding in public.
Their stories were then transformed into a series of social media content for Philips Avent,
presented as a mini-series that brought their voices, experiences and perspectives to the forefront.
Art Direction of the campaign, the mini-series and AON content for iD\TBWA
Executive Creative Director: Sthefan Ko
Creative Director: Guga Diehl
Associate Creative Director: Gabriel Silva
Copywriting: Jaqueline Juns
Video Production: Nuvem
Direction: Taciana Fortunati
Key VISUAL
MINI-SERIE - EPISODE 01
MINI-SERIE - EPISODE 02
MINI-SERIE - EPISODE 03
PHOTOGRAPHY
Photography: Paula Brandão
