With competitor lifestyle brands popping up every day and caregivers struggling with many social issues, this brand was losing serious market share. How could we make it relevant again? Babyganics offered a chance to solve a business problem and a cultural problem at the same time. The culture of parenting hadn’t changed in 70 years. Happy mamas and babies in every ad, completely misrepresenting the reality of parenting. So we thought: Is it time to kill the myth of the perfect parent?

The integrated campaign “Perfectly Imperfect Parenting," celebrated parents doing their best every day. In a remarkably judgmental culture, we uplifted the unrecognized work that caregivers are doing.Through a deep collaboration with our clients, we engaged parents from diverse backgrounds—immigrant, adoptive, trans, same-sex, single-parent, and BIPOC families—and consulted pediatricians and psychologists to authentically represent the chaos and joy of real-life parenting. The campaign’s centerpiece, the brand film Wheels, rejected the polished aesthetic and featured real families. Beyond marketing, we pushed for Babyganics to work with SC Johnson to review policies on childcare and parental leave, advocating systemic change. The campaign launched with an apology for perpetuating perfectionist ideals and a commitment to challenging the baby category, leveraging platforms like Parents magazine, podcasts, and social media to redefine what it means to support real parents.