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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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.  

The Brooklyn Brothers

We’re an earned-first advertising agency helping brands to Rise Above The Noise and earn a place in culture. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.