Love for babies on Valentine’s Day, in “Was ist liebe?” ad for Danone’s Aptawelt

Cristina Blanaru Ads, Creativity

Aptawelt, the German Danone Nutricia Early Life Nutrition brand, is launching a Valentine’s Day campaign to reveal the life long impact of the love parents give their baby.

The campaign is the latest instalment of the brand’s Mum meets Science platform and leads with a highly emotive film that asks “What Is Love?”, prompting viewers to think about the power that parental love has on their child’s future development.

The film is supported by further content that reveals the incredible science of love.

Created by Unlimited, the campaign launches on YouTube, Facebook, Instagram and other owned brand channels and will be augmented with further content in the coming months. The films were produced by Dropout Films in Mainz, directed by Daniel Seideneder and produced by Wolf-Tassilo Sack.

Ian Bates, Creative Director Unlimited and The Real Adventure Unlimited:

Our idea was founded on a human insight: that people know that love feels good, but they don’t know that it does good for the future development of their baby. We took this thought and dug into the science that supports it to deliver highly emotive and engaging content.

Sarah Patzak, Marketing Manager Danone Nutricia Early Life Nutrition Frankfurt:

This exciting campaign is part of our on-going commitment to support parents with engaging content that reveals the science of early life. Armed with this knowledge it empowers parents to make decisions now that will support their baby’s future development.

The Unlimited Group has worked with Danone Early Life Nutrition brands in the UK for the past 18 years and recently set up a Danone Unlimited central team to lead brand strategy globally.

Credits:

  • Agency: Unlimited
  • Agency Contact: Sarah Everard /  Callum Towler
  • Copywriter: Tim Lines
  • Art director: Ian Bates
  • Planner: Benedict Johnson
  • Media agency: MEC
  • Production company: Dropout Films
  • Director: Daniel Seideneder

The Unlimited Group, part of Creston Ltd, is a new international agency group bringing together specialisms and disciplines uniquely blended for each challenge and client. Today’s brands face increasingly big and complex business challenges, from structural change and integration of new technology, to the need to constantly innovate. Unlimited solves these challenges in a truly agile way, offering full integrated solutions from across PR, advertising, social, service design, UX, market research, neuroscience and consultancy services to name but a few.