Pure Mama
The campaign that told the truth,
and sold out.
Even in 2023 , media typically only showed one side of pregnancy: sanitised, curated. Not the real experiences that pregnancy skincare brand, Pure Mama knew many mums went through.
The Pregnancy Paradox revealed the other side of the story.
Hundreds of mums shared their paradoxes. Four became the lead faces of the campaign. A campaign that captured the dichotomy of their experiences through bold headlines designed to connect and provoke.
Launching across Aotearoa and Australia, it courted controversy - making the news and sparking much needed debate.
Reaching 15.8 million, the brand sold out of its bio oil across Australia. All on a 50k budget.
The work went on to win the Mumbrella Award for the Best Campaign On A Small Budget.
