WaterWipes / #ThisIsParenthood
The Brooklyn Brothers has launched a new project for WaterWipes with BAFTA nominated director Lucy Cohen to push the baby care category to change. #ThisIsParenthood is a global project documenting the realities of parenthood aimed at breaking taboos and normalising honest conversation around parenting.
The project was born in response to a global study of over 13,000 parents that showed over half of parents feel like they’re failing in their first year.
It was made in collaboration with BAFTA nominated director, Lucy Cohen, and includes a 16-minute documentary and 12 short films covering topics rarely discussed openly such as bonding with baby, relationships between parents, the highs and lows of the first few weeks, and more.
This work is a great example of a challenger brand punching above its weight in a category dominated by big spenders. The earned first approach aims to outsmart (not outspend) their competitors and drive a movement in the culture.