Cannes Lions

MUSICAL BABY

GREY HEALTHCARE GROUP, New York / BAYER / 2015

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How do you get millennial women to reconsider their daily birth control routine and choose a 3-year IUD?

By creating a TV spot that speaks to them. The commercial “Musical Baby” showcases our goal-focused millennial woman who chooses SKYLA (levonorgestrel –releasing intrauterine device) 13.5mg to prevent pregnancy.

Millennial women are still carving out their own path, focused on their own goals, and finding their way. An unplanned pregnancy would derail them from their journey of crystallizing who they are and what they want to do with their lives. We needed to connect these women with the SKYLA brand at a personal level, by providing conceptual examples of aspirations, and how SKYLA would fit into their plans. Our “THIS is My Baby Right Now” concept visualized a millennial woman’s goals as her true baby, which then evolved to our “Musical Baby” TV spot.

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