Aptamil had the science and the expertise. But in a category where every brand claims expertise, credentials don't move people. Aptamil needed to stand for something bigger than formula.
FROM BABY AISLE TO
CULTURAL CONVERSATION
Politicians demand a better future. Activists fight for it. Punks write songs about it. The conversation is everywhere — on streets, on screens, in manifestos.
THE WORLD IS LOUD
ABOUT THE FUTURE
And yet the people actually building that future aren't making headlines.
They're at home. Feeding a baby at 3am. Reading the same book for the eleventh time. Investing everything they have — their time, their money, their sleep — into another human being, every single day.
They're at home. Feeding a baby at 3am. Reading the same book for the eleventh time. Investing everything they have — their time, their money, their sleep — into another human being, every single day.
FUTURE IS CREATED
IN A NURSERY
Raising kids in a culture of collective pessimism about the future takes courage, determination, and grit — qualities that real activists possess.
This platform treats parents as protagonists, not recipients of advice, and puts them in the middle of a loud cultural conversation.
It gives Aptamil a durable idea that can live across every touchpoint — product, packaging, social, partnerships, PR.
This platform treats parents as protagonists, not recipients of advice, and puts them in the middle of a loud cultural conversation.
It gives Aptamil a durable idea that can live across every touchpoint — product, packaging, social, partnerships, PR.
FROM BABY AISLE TO
PARENTS CREATE IT
PARENTS CREATE IT
This became Aptamil's platform — a reframe that takes the brand out of the baby aisle and into one of the most important conversations of our time. As the brand that gives parents the foundation to do it.
MANY PEOPLE WANT
A BETTER FUTURE
PARENTS CREATE IT
A BETTER FUTURE
PARENTS CREATE IT
STRATEGY
CW
MY ROLE:
