THE UNBORN GENIUS

TitleTHE UNBORN GENIUS
BrandWYETH NUTRITION
Product / ServiceS-26
CategoryC01. Corporate Image & Communication
EntrantMRM//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

Credits

Name Company Position
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 Campaign

“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.

Creative Execution

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.

Links

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