This campaign was inspired by Cordlife’s commitment to coming alongside parents to provide peace of mind from day one of parenthood.
We pushed for a daring creative concept centered around a baby primed for battle, which served as our creative axis across various touchpoints.
Recognising that modern day parents are digital natives, we targeted a younger demographic on the digital fronts of social media engagement, online GIFs and web advertisements.
On the ground, “Fight for Life” was integrated into Cordlife’s out-of-home branding efforts such as billboard commercials, event giveaways and bus decals and hangers.
Standing out from the typical mother-child imagery, “Fight for Life” distinguished Cordlife from its competitors, establishing them as a leader in the maternal care arena.
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