Fisher-Price has launched a new international brand campaign, ‘Overjoyed, Overwhelmed’, which taps into parents’ emotions.
Australia will be the first market to receive the fully integrated campaign, which encompasses TV, digital, social and PR.
The 30-second TVC features a series of authentic moments captured on camera with real parents and their children.
As part of the campaign, an Overjoyed app has been launched, where people can upload their own photos and videos to share their overjoyed and overwhelmed stories.
Melissa O’Sullivan, senior marketing manager for Fisher-Price, said: “The ‘Overjoyed, Overwhelmed’ campaign demonstrates to parents that Fisher-Price is with them every step of the way. From the day their baby arrives home through the different stages of parenting, Fisher-Price has a solution for all their needs.
“We know the influential role of word of mouth and online communities for today’s parents. They want a dialogue and they go to their online communities for support, so we have integrated that component throughout the campaign.”
Client: Fisher-Price; media: Carat Australia; digital: JWT Melbourne; creative: Y&R New York, Colour Me Films, Weber Shandwick; PR: Weber Shandwick