Any parent knows what it’s like to get literally anything done when you have a child to take care of. They may be funny, adorable and rewarding and we wouldn’t change them for the world – but the fact is, they take a lot of time and attention. To most, this will mean less time spent on themselves.
This was the behaviour we honed in on when The Marlowes approached us about the launch of their new Tinies crèche offering. Two hours of free childcare would free parents up to shop, get their hair done or even have an eye test. Imagine waiting for that little burst of air to detonate into your eye while little Emily obsessively tries her luck opening any visible doorways or cupboards – not ideal. The crèche gives parents a little time back to take care of themselves – stress-free, safe in the knowledge that their child is in the expert care of the Tinies caregivers.
Launching initially in partnership with PureGym, the campaign targets local parents, juxtaposing their everyday life with being able to enjoy a little more time for themselves. Photographed by the wonderful Ilka & Franz in their trademark bold and colourful style, the images contrast the two scenarios while connecting them as a visual metaphor for the offering.
The campaign is running in-centre on A1 posters and digital 6-sheets, as well as press ads and through targeted Facebook & Instagram media. This will be followed by influencer and blogger activity, press coverage and film shorts for social media.