This is the animated story of where babies come from. It starts with penises and vaginas singing ‘Let’s talk about sex’ by Salt n Peppa. Women and men are having sex. Lots of it. There are people of every sexual orientation. This isn’t the “usual” story of conception — it’s new.

It’s joyful but deliberately provocative. Same-sex couples and singles can’t have sex to conceive. Men and women are having fertility issues. They try everything, including more exhausting sex. Yet there’s still period blood, negative pregnancy tests, and heartbreak when they see a pram.

Now a new journey begins, naked they head to Genea, fertility specialists. IVF is just a different type of sex. A needle gets an erection, eggs, and sperm are horny. Under the microscope and in the incubator they have sex until the egg is fertilised and they make an embryo. Genea. Where babies come from.

In Australia, we are limited by some key restrictions around healthcare advertising. Advertising regulations dictate that we cannot solicit any patient testimonial whatsoever in communications. Moreover, we cannot be interpreted as giving any form of medical advice in consumer-facing advertising.

Our audience was IVF patients and “fame” among the IVF community, to generate awareness for Genea and drive consultations. We also wanted to appeal to a younger audience who who haven't previously resonated with an IVF brand.

The work’s relevant because it challenged a stigma our audience all feel.