co.lab
Philips – Share the care
Phillips “Share the Care”
Co.created with director Rune Milton / production company Chemistry Film Kopenhagen
Philips launches the new #ShareTheCare brand positioning and movement for Philips Avent, calling on families, friends, and communities to help moms and all new parents share the care, so they can prioritize their well-being and self-care to provide the best care for baby. The new positioning is backed by research, revealing that moms often feel guilty spending time on ‘me’ – almost half of moms (44%) are under pressure to “do it all.” We launched with a global film and an activation on Time Square in NY, the launch highlights the critical need to give moms more time.
