Page 63 - AdNews magazine Mar-Apr-May 2023

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Emotive
Emotive won the Brand Partnership Award for ‘EMBODIED #PostpartumUnfiltered’ for Modibodi.
Finalists: CHEP Network (‘Walk the Night’ and ‘Performance Enhancing Music’ for Samsung), Special Australia (‘Choose Your Own AO’ for Uber Eats) and Thinkerbell (‘XXXX Postcodes Of Origin’ for Lion).
Judges said: “This partnership showed a truly deep understanding of the target audience which helped set it apart. The judges thought it was a well-rounded partnership that delivered across all criteria from strategy to execution and especially delivering business results. Judges loved that it was an equal partner- ship that was well thought through.”
Emotive: “When social change advocate and leading Australian
leakproof apparel brand Modibodi were preparing to launch their postpartum range, they found the representations of postpartum to be incredibly narrow. The word had been overly medicalised to the point where most of the images you saw when you searched ‘post- partum’ were disheartening pho- tos of scared or frustrated mums.
“These portrayals, whilst a nat- ural reality for some, did not go far enough to include the experiences of many others – falling short of making pregnant women feel ade- quately prepared for this time in their life, but also new mums feel fully seen and understood.”
The creative idea and execution revolved around a publicly availa- ble image gallery of over 1500 images captured by 28 photogra- phers from 14 countries (including
Australia), who through their own lived experiences offered a real perspective on previously unseen aspects of postpartum life.
“Through partnering with Getty Images, Modibodi was able to create an enduring space in cul- ture where women could reclaim the word postpartum, and brands, governments and institu- tions could access the images to continue to do the same. The launch of the collection was sup- ported by extensive PR, social media and influencer activity to amplify awareness and integrate the brand.
“In order to ensure the images in the collection captured a richer but ‘unseen’ world of postpartum, we stipulated that collaborating pho- tographers needed to have experi- enced postpartum or supported someone through it. We allowed for a 5-week turnaround to make sure that enough of the right photogra- phers from Getty Images’ contribu- tor network could get involved, and had the proper time to depict their experiences authentically.”
BRAND PARTNERSHIP WINNER
The Emotive team.