SMA want you to go with your gut
SMA Baby Club encourages instinctive parenting through its new Go With Your Gut campaign.
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The campaign is Directed by Chris Fowles through Armoury London in collaboration with Nestlé Content Studio.
SMA Baby Club encourages mothers to Go With Your Gut. The SMA Baby Club's Midwife Live Chat in collaboration with Epical Global, service includes unique online support where mothers can seek trusted advice and support during a time of excitement and vulnerability, getting advice and answers to all their parenting questions in real time. The key purpose of the platform is to encourage mothers to trust their inner knowing, rather than to tell them what to do. SMA is a trusted companion on their parenting journey, a time where self-doubt and fear can often make things feel impossible.
The brand states, "SMA is a brand that has been dedicated to supporting parents and families for over 100 years. Parenting will always be challenging, for many it's new and there are so many different sources of advice and opinions, but sometimes it can really help to have experts to help support parents make decisions that are right for them and their family. This is why SMA Baby Club offers the service of free access to midwives, health visitors and dieticians through the SMA Baby Club's Midwife Live Chat in collaboration with Epical Global. We developed the Go with Your Gut campaign to raise awareness of this service, tapping into the insight that while many parents often know the right answers, they can second-guess themselves due to conflicting information online. By offering expert support, we help ease that uncertainty giving parents reassurance and the confidence to move forward."
The film is composed of several vignettes featuring three different families overwhelmed by a torrent of external information, advice and competing opinions about how to navigate new parenthood. Through these stories cut together we see the mothers confront a fundamental question: whose voice should they trust?
Credits
View on- Agency The Liberty Guild/London
- Production Company Armoury
- Director Chris Fowles
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Credits
View on- Agency The Liberty Guild/London
- Production Company Armoury
- Director Chris Fowles
- Editing tenthree
- Color Creative Outpost
- Creative Director Christian Haywood
- Executive Producer Matt Hichens
- Producer Billy Rowlinson
- DP Charles Harrison Mori
- Editor Beth Roberts
- Post Producer Lottie Allister Crooke
- VFX Artist James Cornwell
- Colorist Alexandre Nerzic
- Sound Designer/Audio Mixer Luke Isom
- Post Producer Andrew (Andy) Salem
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency The Liberty Guild/London
- Production Company Armoury
- Director Chris Fowles
- Editing tenthree
- Color Creative Outpost
- Creative Director Christian Haywood
- Executive Producer Matt Hichens
- Producer Billy Rowlinson
- DP Charles Harrison Mori
- Editor Beth Roberts
- Post Producer Lottie Allister Crooke
- VFX Artist James Cornwell
- Colorist Alexandre Nerzic
- Sound Designer/Audio Mixer Luke Isom
- Post Producer Andrew (Andy) Salem
The campaign has been created by Nestlé Content Studio and led by Creative Director Christian Haywood, who said: “"Our Go With Your Gut campaign bloomed from wanting to listen and speak to parents, reassuring them of their own voice. From using real quotes from parents in our script, street-casting real parents for the film, and using real parent’s handwriting for the design work; we obsessed over capturing the challenge of working through overwhelming information authentically, and telling a story not just for parents, but by parents. And with this service providing a personalised, expert voice from qualified midwives, we’re proud that new and expecting parents have a priceless tool to help you Go With Your Gut.
It’s been a pleasure to craft this story with a wonderful team across brand, creative and production, and we hope it has a profound impact on the lives of new parents across the UK & Ireland”. Matt Hichens, Managing Director at Armoury, shared: “We are really pleased with the final film. It was a beautiful shoot, with some brilliant magical moments as well as an honest piece of endearing storytelling. It's a lovely genuine window into these new parents, young babies and families lives. All made possible by a brilliant team effort on all sides so massive thanks to every single one of you who worked with us and helped us on this production”
Fowles, also reflected on making the spot: "One of the things I loved most about this project was how committed the SMA team were to authenticity from the start. We cast real families and filmed in their actual homes, which immediately gave everything a warmth and honesty that would have been difficult to recreate.
We spent lots of time speaking to new and expecting mums, listening to their stories, anxieties and experiences, then built many of the film's vignettes around those real moments. The shoot itself was a huge team effort. We had an incredible team, and I think we managed to capture something really special. I'm incredibly proud of the finished film. It feels honest, emotional and beautifully observed, which is exactly what we set out to achieve”.
