Cannes Lions

The Other Birth

McCANN WORLDGROUP, Santiago / NESTLE / 2017

Presentation Image
Film
Supporting Content

Overview

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Overview

Description

A couple waits as we count the weeks passing in what at first seems like a pregnancy. Soon we see that the weeks keep mounting on way past any normal pregnancy until we finally reveal that they were in a long adoption process, helping shine a light on that issue.

Execution

Knowing that many brands talk to mothers on their day itself, we launched this video 4 days before the big day getting to our audience sooner than most brands and before the saturation of Mother's Day messages.

Outcome

+3 million organic views.

+48k shared

1,700% more than expected.

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