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.

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Apr 16, 2019

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.  

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The Brooklyn Brothers

We are a fully integrated creative agency, blending storytelling, brand advertising, experiential, digital, PR, content, social with pin-sharp strategy to help brands rise above the noise. We do this by creating ideas that earn attention, creating, making and distributing stories that get heard, all under one roof. Restlessly creative, with an entrepreneurial spirit and a passion for making entertaining, groundbreaking work in whatever channel, The Brooklyn Brothers strives to find new, different and effective ways of doing things for global brands such as Land Rover, Jaguar, NBC, Castrol, Promote Iceland, Lancôme, MINI, Financial Times, WaterWipes and American Express. In 2016, we joined Golin who have PR, digital and content at their core with over 60 years’ experience and over 50 offices around the world.

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