WaterWipes, '#ThisIsParenthood' by The Brooklyn Brothers

Families have always been multifaceted, unique to those within them and impossible to compare to one another. The same can be said for parenting.

Izzy Ashton

Deputy Editor, BITE Creativebrief

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WaterWipes

We have launched a new project for WaterWipes with BAFTA nominated director Lucy Cohen to push the baby care category to change. #ThisIsParenthood is a global project documenting the realities of parenthood aimed at breaking taboos and normalising honest conversations.

Agency:: The Brooklyn Brothers, London

Disciplines

Advertising/Creative Brand strategy Integrated marketing

Sector

Pharmaceutical

Bite Insight

Families have always been multifaceted, unique to those within them and impossible to compare to one another. The same can be said for parenting. It’s a subject that, especially online, is often viewed one of two ways; sugar-coated, full of magical birth stories, instant connection and perfect teenagers. Or the god this is so hard, pour me a gin, life is so messy version of life.

But neither way truly captures the everyday happiness and also struggle of what it means to be a parent. WaterWipes latest campaign from The Brooklyn Brothers, ‘#ThisIsParenthood’ wants to do just that by documenting the actual, difficult and joyous realities of parenting.

‘#ThisIsParenthood’, directed by Bafta-nominated Lucy Cohen, aims to dispel the myths surrounding parenting, opening up honest conversation to dismantle pervasive societal taboos. The campaign comes as a response to a global study of 13,000 parents, half of whom revealed that they feel like they’re failing in their first year.

The 16-minute documentary accompanied by 12 short films, explores the highs and lows of parenting that are so rarely seen in mainstream media. This campaign once again demonstrates the importance of brands reflecting their consumers reality, something we also saw in the recent campaign from Mothercare and mcgarrybowen.