NON-TRADITIONAL

CREATIVE AWARDS WINNER CHICAGO 2017 CATEGORY
Experiential
HAPPY FINISH

HAPPY FINISH

Experiential

Is there a perfect mum? In a recent survey for Baby Dove, 9 out of 10 first-time mums said that they feel pressure to be perfect due to the images they see every day on social media and in magazines, that they feel uncertain about their own abilities, because the media can make parenting look easy and glamorous. In response to this survey, Baby Dove decided to take this idea a step further with their campaign ‘Perfect Mum’. For the campaign Baby Dove asked Happy Finish to use Artificial Intelligence to create an image of a ‘perfect mum’, an amalgamation of unrealistic depictions of motherhood in the media and on social networks. The final image, dubbed “Aimee”, was unveiled at Waterloo Station, sparking huge online debate and criticism about the “pressurizing” image used. The next day, Baby Dove revealed the truth about Aimee in the press - that she isn’t real, and neither is this notion of “perfection” in motherhood.

CREATIVE AWARDS

Editorial/Personal

PRINT
Editorial/Personal
WALTER SCHUPFER
Editorial/Personal
HEATHER ELDER
Editorial/Personal
ALYSSA PIZER
Editorial/Personal
DS REPS
Editorial/Personal
ANDERSON HOPKINS
Editorial/Personal
DS REPS
Editorial/Personal
QURIOSITY PRODUCTIONS
Editorial/Personal
ASHLEY KLINGER & CO.
Editorial/Personal
SARAH LAIRD
Editorial/Personal
WALTER SCHUPFER
Editorial/Personal
BRITE
Editorial/Personal
PLUM REPS
Editorial/Personal
LOOKING GLASS FILMS
Editorial/Personal
REDEYE REPRESENTS
Editorial/Personal
SARAH LAIRD
CREATIVE AWARDS

Advertising

PRINT
Advertising
REDEYE REPRESENTS
Advertising
AGENCY MJ
Advertising
TIM MITCHELL
Advertising
BEAUTY & PHOTO
Advertising
JANICE MOSES
Advertising
PLUM REPS
Advertising
ASHLEY KLINGER & CO.
Advertising
ALYSSA PIZER
Advertising
RAD REPRESENTS
Advertising
JANICE MOSES
CREATIVE AWARDS

Editorial/Personal

VIDEO
Editorial/Personal
TIM MITCHELL
CREATIVE AWARDS

Retouching

POST PRODUCTION
CREATIVE AWARDS

CGI

POST PRODUCTION
CGI
BRITE
CGI
TAYLOR JAMES
CREATIVE AWARDS

Advertising

PRODUCTION
CREATIVE AWARDS

Experiential

NON-TRADITIONAL
Experiential
HAPPY FINISH
CREATIVE AWARDS

Digital

NON-TRADITIONAL
CREATIVE AWARDS

VR

NON-TRADITIONAL