PregaNews
A Mother's Day leap
A pregnancy-test brand turned its Mother's Day moment into a story about the women who take that leap.
The ask
PregaNews wanted its Mother's Day moment to feel emotional, not transactional.
The roadmap
- 01
Move the story away from the product and toward the moment.
- 02
Frame a pregnancy test as the start of a leap.
- 03
Celebrate the women who take it.
Goals and outcomes
Goals
- Make Mother's Day communication feel emotional.
- Avoid a sales-led message.
- Connect the brand with a defining moment in women's lives.
Outcomes
- A film that turned a product into a story.
- An emotional Mother's Day presence for the brand.
- A tribute to women, not a pitch.
The work
- Mother's Day film