Take what is true 
and turn it up.

As part of Toys R Us, Babies R Us ​​​​​​​enjoyed mass recognition but had no real positioning, and the only thing they leveraged in advertising was their wide product range. They needed an emotive foundation for who they were to their customers; a connection that would tap into what new parents needed and how they felt. 
 

We developed a brand campaign that positioned Babies R Us as the go-to for advice, a place of experienced calm and comfort in the overwhelming and sometimes contradictory sea of parenting pointers. We maintained the product range as front and centre, but imbued these objects with meaning, humour and understanding.

Concept: Connie Aberson / Alexandra Kilian
Copywriting: Alexandra Kilian

Design:​​​​​​ Bianca van Deijzen