| Title | WHERE BABIES COME FROM |
| Brand | GENEA |
| Product / Service | IVF AND FERTILITY SERVICES |
| Category | B02. Healthcare |
| Entrant | CHE PROXIMITY Melbourne, AUSTRALIA |
| Idea Creation | CHE PROXIMITY Melbourne, AUSTRALIA |
| Media Placement | CHE PROXIMITY Melbourne, AUSTRALIA |
| PR | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production 2 | DIVISION Sydney, AUSTRALIA |
| Post Production | CHE PROXIMITY Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Nicole Papoutsis | Genea | Head of Brand and Marketing |
| Alice Ross | Genea | Corporate Communications Manager |
| Karen Sivieng | Genea | Digital Co-Ordinator |
| Elizabeth Gosch | Genea | Corporate Communications Manager |
| Philip Kim | Genea | Graphic Designer |
| Chris Howatson | CHE Proximity | Chief Executive Officer |
| Ant White | CHE Proximity | Chief Creative Officer |
| Renee Hyde | CHE Proximity | Managing Partner |
| Cameron Hoelter | CHE Proximity | Executive Creative Director |
| Richard Shaw | CHE Proximity | Creative Director |
| Jeremy Hogg | CHE Proximity | Creative Director |
| Fee Millist | CHE Proximity | Senior Copywriter |
| Darren Cole | CHE Proximity | Head of Design |
| Trent Michael | CHE Proximity | Senior Designer |
| Sebastian Perez de Arce | CHE Proximity | Senior Designer |
| Reece Lawson | CHE Proximity | Digital Design Lead |
| Nicholas Biggs | CHE Proximity | Account Director |
| Judy Crema | CHE Proximity | Senior Account Director - PR |
| Nick Zonnios | Clemenger BBDO | Head of PR |
| Lauren Hunt | Clemenger BBDO | Senior Business Director - PR |
| Katherine McCulloch | CHE Proximity | Research Marketing Manager |
| Holly Alexander | CHE Proximity | Director, Strategic Production |
| Elena Szymanski | CHE Proximity | Broadcast Producer |
| Anna Boucaut | CHE Proximity | Technology Project Manager |
| Sebastian Bennett-Leat | CHE Proximity | Technology Project Manager |
| King Yong | CHE Proximity | Senior Editor |
| Patrik Fagard | CHE Proximity | Creative Technologist |
| Andy Stewart | CHE Proximity | Creative Technologist |
| Mike Deane | CHE Proximity | Chief Media Officer |
| Tim Russell | CHE Proximity | Head of Strategy, Media |
| Anna Longson | CHE Proximity | Integrated Planner |
| Yenfei Tan | CHE Proximity | Addressable Manager |
| Katrina Anastasi | CHE Proximity | Digital Executive |
This is the animated story of where babies come from. It starts with penises and vaginas singing ‘Let’s talk about sex’ by Salt n Peppa. Women and men are having sex. Lots of it. Then there are people of every sexual orientation. This isn’t the “usual” story of conception — it’s new. It’s joyful but deliberately provocative. Same-sex couples and singles can’t have sex to conceive. Men and women are having fertility issues. They try everything, including more exhausting sex. Yet there’s still period blood, negative pregnancy tests, and heartbreak when they see a pram. Now a new journey begins, naked they head to fertility specialists, Genea. IVF is just a different type of sex. A needle gets an erection, eggs, and sperm are horny. Under the microscope and in the incubator they have sex until the egg is fertilised and they make an embryo. Genea. Where babies come from.
In Australia, when it comes to conception, society is still heavily focused on natural sex between a man and a woman. Yet 1 in 20 children are conceived via IVF. But with a distinct lack of public acknowledgement that this is a normal way to have a baby, people with fertility issues feel stigmatised and unable to talk about their IVF journey publicly. Plus, IVF is a way to conceive for singles and couples with alternative sexual orientations, this is a story even more rarely acknowledged.