Brief
Bellamy's Organics has always been a brand that stands behind the moms that support its products. In its sophomore year on TMall, we turned to a very local insight to drive awareness among post-90s moms.
Concept
The millennials have always been a more self-centred generation. Whether it is the endless selfies or the personal space they crave — the centre of their life has always been themselves. Playing off the numerals that made up the shopping holiday itself, we created a campaign that turns "1.1" from a celebration of self into a celebration of "My Number 1" — the baby. From saving the best food for oneself to giving it all to the baby. From partying with friends to having fun with the baby. From a phone full of selfies to endless photos with the baby.