|Title||THE UNBORN GENIUS|
|Product / Service||S-26|
|Category||B01. Brand led Education & Awareness|
|Entrant||MRM//McCANN TAIWAN Taipei, CHINESE TAIPEI|
|Idea Creation||MRM//McCANN TAIWAN Taipei, CHINESE TAIPEI|
|Production||ARTGITAL INTERACTIVE SOLUTIONS Taipei, CHINESE TAIPEI|
|Production 2||RETINA STUDIO Taipei, CHINESE TAIPEI|
|Jeff Wen||MRM//McCANN TAIPEI||Deputy General Manager|
|Hope Hu||MRM//McCANN TAIPEI||Creative Director|
|Amanda Liu||MRM//McCANN TAIPEI||Account Director|
|Felicia Lin||MRM//McCANN TAIPEI||Account Supervior|
|Jennifer Huang||MRM//McCANN TAIPEI||Associate Creative Director|
|Henri Cai||MRM//McCANN TAIPEI||Copywriter|
|Kinme Tsai||MRM//McCANN TAIPEI||Associate Art Director|
|Five Lai||MRM//McCANN TAIPEI||Associate Art Director|
|Jared Chou||Retina Studio||Director|
|Vader Peng||Artgital Interactive Solutions Ltd.||Executive Creative Director|
|Ian Lin||Artgital Interactive Solutions Ltd.||Creative Director|
|Joey Chen||Artgital Interactive Solutions Ltd.||Copywriter|
|Stan Chang||Artgital Interactive Solutions Ltd.||Art Director、UI/UX Designer|
|Leo Chen||Artgital Interactive Solutions Ltd.||Head Of Technology|
|Leo Hsu||Artgital Interactive Solutions Ltd.||Project Manager|
“The Unborn Genius” Wyeth X Babies To let mothers prioritize the baby’s brain development, Wyeth and neurologists developed an advanced sensor turning frequency and strength signals into art and music. It allows mothers to see their babies’ creations during the pregnancy.
Within half year, 35 live experiences were held in mothering classrooms all around Taiwan. These unborn creations spread among mothers' social groups through Facebook and Instagram.
These unborn creations are already becoming viral, then amassed into an exhibition for mothers to show off. 5,000 mothers registered, and 94% of participants agree Wyeth is the expert in baby brain development.
Wyeth and neurologists developed a new device turning fetus's signal to digital content. This is a unexampled creation of user generated content. The contents of unborn babies went viral among mothers' social group and made them believe Wyeth is the expert in baby brain development.
Most mothers don't know the importance of babies' brain development. Neither do they know how to choose the right nutraceuticals for babies. Throught this campaign, Wyeth made mothers start to face up to this issue.