| Title | WYETH MAMA - THE INVISIBLE MOM |
| Brand | WYETH |
| Product / Service | WYETH MAMA |
| Category | E03. Special Build |
| Entrant | McCANN WORLDGROUP Shanghai, CHINA |
| Idea Creation | McCANN WORLDGROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Ng Tian It | McCann Shanghai | Chief Creative Officer |
| Tomaz Mok | McCann Shanghai | Chairman |
| Nireus Lee | McCann Shanghai | Creative Director |
| Lori Deng | McCann Shanghai | Associate Creative Director |
| Annabel Xiong | McCann Shanghai | Creative Group Head |
| Eva Du | McCann Shanghai | Creative Group Head |
| Holly Gan | McCann Shanghai | Copywriter |
| Shelley Xu | McCann Shanghai | Account Business Diretor |
| Ashley Yang | McCann Shanghai | Account Manger |
| Christine Chen | McCann Shanghai | Agency Producer |
| Xie Peng | LINKFILMS | Director |
| Kris Yang | McCann Shanghai | Art Director |
The Invisible Mum campaign started with a glass sculpture in high traffic areas, and directed people to discover emoticons that educate on the challenges of invisible pregnancies, a new language to start the conversation without breaking the taboo of the local cultural superstition. To create the Invisible Mum, we collaborated with the curator of China’s first glass art gallery, to forge a one of a kind, one-to-one size glass artwork. We then placed the Invisible Mum in Hongqiao Plaza, a fashionable shopping district of Shanghai, to launch the campaign on May 8th, kicking off an online campaign that ran from May 9th to May 30th.