When people become parents, the focus becomes all about the baby. They’re all you can think about, all friends want to coo over, and who every single milestone revolves around. Parents get a little neglected, and some can even feel like they start to lose a sense of who they are. But every time a baby is born, so is a parent. For every baby milestone, there is a parent one too. Parents are learning just as much about themselves and the world as their baby is.

We wanted to shift the focus back onto parents, and show that everything they are learning should be celebrated just as much as. We reflected modern parenting in our pitching winning work that went on to run as Mothercare’s first large-scale ad campaign in more than a decade.