Unilever asked us to develop a strategic idea for the launch of the Baby Dove range and a film to be used on their social channels to introduce the first product in the range, Baby Dove shampoo. Their brief was clear that Dove believe there’s no such thing as a 'perfect mum'. Baby Dove’s brand tone of voice should be reassuring and not preachy. Our idea was ‘Every baby is different’. a creative route that allowed Dove to talk about the uniqueness of Baby Dove products and in this case, their shampoo's benefit of being 'tear-free', while also sharing the humorous & interesting differences between babies. We visually communicated this with fun bathtime hairstyles, unique to each baby. At the same time the underlying brand message sought to reassure our audience that because every baby is different, there’s no right or wrong way to be a mum.