Mothercare: #BodyProudMums (Eleanor)
Media Type:
Outdoor
Brand
Agency
Country:
Industry:
Over 80% of mums in the UK have admitted comparing their post-baby bodies to unrealistic ideals, with 90% of women aged 18-25 expecting their bodies to compete with celebrities and what they see in the media. Our Mothercare press and outdoor campaign tackled this issue by using un-retouched photography to celebrate the post-partum body, encouraging new mums to feel proud and confident about their bodies.
Credits
Advertising Agency:
mcgarrybowen London, UKExecutive Creative Director:
Angus MacadamArt Directors:
Anders Wendel, Laura McGovernPhotographer:
Sophie MayanneHead of Design:
Andy BreeseDesigners:
Luke Ridgway, Simon O'BrienHead of Account Management:
Rachael FordAccount Director:
Kate ScruttonStrategy Director:
Chris TurnerStrategist:
Ali WynterDate:
February, 2019
Ad of the day
Ad of the Day | Nike/NOCTA: Yes Man Full
9.5
Ad of the Day | Pizza Hut: Every Four Years
9.8
Ad of the Day | Airalo: Connection Means the World
0.0
Latest News
Jul. 22, 2026
Thomson Reuters Introduces The CoCo to Bring CoCounsel AI to Life
Thomson Reuters has introduced the world to The CoCo — the star of a new campaign for CoCounsel, and quite possibly the most self-assured colleague you'll ever meet
Jul. 22, 2026
"Can I Kick It": An Iconic Match of Spot & Song for Major League Soccer
Directed by Romain Chassaing and edited by Edward Khoma of Abandon Editorial, the spot unites a cavalcade of Major League Soccer stars