A celebrity pregnancy announcement built into the campaign
Cord blood banking is decided once, during a pregnancy, which makes timing the entire media problem. The campaign was built with a celebrity couple during their own pregnancy, filming at home rather than in a studio so the conversation stayed personal, with the preservation kit present as the object it is. The content ran as the couple’s own announcement window opened, when interest in exactly this subject was at its highest.
Riding an announcement the audience already cares about puts a one-time decision in front of expectant parents at the only moment they will consider it. Filming at home kept a clinical product inside a domestic conversation, which is where the decision is actually made.
Execution photography from the campaign, captured site by site as each placement went live.