BE PREPARED-ISH CAMPAIGN

BABIES"R"US

Goal: Rebrand Babies”R”Us to better connect to parents and their feeling that no one is ever really ready for parenthood.

Solution: Babies“R”Us launch of the “Be Prepared-ish” rebranding campaign hinged on the insight that no parent is every really prepared for parenthood – but with Babies“R”Us, you can Be Prepared-ish. This campaign incorporated authentic - sometimes messy - lifestyle photography and relatable copy into Babies“R”Us’ everyday brand communication. Using a more social-minded and informal voice, Babies"R"Us brand promise ensured customers, "Don't worry! We've been there, seen that, and we can help you through it."

I worked with the Copy Manager, Creative Director and VP of Creative to build the campaign through all the creative assets, from signage, social, digital, and print.

Creative Manager, 2017