The insight was to use 'selfie' photography together with personalised messages to highlight the various reasons that some women might chose to delay having children under the tagline ' Be ready. Whenever you're ready.'

We hired a director who was able to shoot both video and stills and did three separate shoots in Barcelona, Iceland and London. With these assets we went on to develop a visual identity and brand book before creating a fully integrated campaign across video, digital, social and print.