APTAMIL
PARENTS CREATE THE FUTURE
MY ROLE:
Strategy
Concept
CW
Concept
CW
TEAM:
Art Director: Daniil Moratsev
Aptamil, a leading baby formula brand, is built on science and expertise. But to connect more deeply with parents, it needed a more emotional dimension—one that reflects the mindset behind raising a child today.
In uncertain times, choosing to have a child is an act of optimism.
With its new platform, Aptamil set out to celebrate that belief—recognizing that parents are not just optimistic, but optimistic for a reason.
We built the platform on a clear observation: while many people talk about wanting a better future—demanding it, debating it, waiting for it—very few are actively creating it.
Parents are.
We explored how this idea could live across channels—from film to OOH and digital activations—bringing to life a perspective that reframes parenting as one of the most powerful forces shaping what comes next.
In uncertain times, choosing to have a child is an act of optimism.
With its new platform, Aptamil set out to celebrate that belief—recognizing that parents are not just optimistic, but optimistic for a reason.
We built the platform on a clear observation: while many people talk about wanting a better future—demanding it, debating it, waiting for it—very few are actively creating it.
Parents are.
We explored how this idea could live across channels—from film to OOH and digital activations—bringing to life a perspective that reframes parenting as one of the most powerful forces shaping what comes next.
POV:
Many people want
a better future,
but parents create it.
Many people want
a better future,
but parents create it.
MANIFESTO:
Lots of people want a better future.
Politicians, activists, even punks.
But parents create it.
While everyone looks for answers outside,
parents look at their babies.
Because as they give their babies the best,
their baby will have the foundation to do better.
That’s why Aptamil developed a formula
to support children’s development during their first years
so they can build a strong, life-lasting immune system.
Every day a child explores, learns and grows,
parents are building a better future.
Aptamil.
The future is in good hands.
Lots of people want a better future.
Politicians, activists, even punks.
But parents create it.
While everyone looks for answers outside,
parents look at their babies.
Because as they give their babies the best,
their baby will have the foundation to do better.
That’s why Aptamil developed a formula
to support children’s development during their first years
so they can build a strong, life-lasting immune system.
Every day a child explores, learns and grows,
parents are building a better future.
Aptamil.
The future is in good hands.
CREATIVE PLATFORM
THERE’S PEOPLE WHO WANT A BETTER FUTURE
AND PEOPLE WHO CREATE A BETTER FUTURE
KEY VISUALS
FILM
We open on a sunny spring day. The camera pans across people gathered in a peaceful environmental protest: a girl holding a banner, a guy with a guitar and a flower in his hair. Young people walk together. Some sing along to the music.
VO: Some stand up for a better future,
The camera continues to a couple holding hands. The father is carrying a one-year-old on his shoulders.
VO: parents create it.
We cut to a packshot of Aptamil product. A product sequence reveals the science behind the formula.
VO: Aptamil stands by parents. That’s why we developed a new formula to support your child’s immunity, so as they grow, a better future can grow with them.
The logo appears next to the father feeding the baby.
LOGO: Aptamil.
The future is in good hands.
VO: Some stand up for a better future,
The camera continues to a couple holding hands. The father is carrying a one-year-old on his shoulders.
VO: parents create it.
We cut to a packshot of Aptamil product. A product sequence reveals the science behind the formula.
VO: Aptamil stands by parents. That’s why we developed a new formula to support your child’s immunity, so as they grow, a better future can grow with them.
The logo appears next to the father feeding the baby.
LOGO: Aptamil.
The future is in good hands.
THE PROTEST
DIGITAL CONTENT AND ACTIVATIONS
Dude with signs is big on social media,
sharing unspoken truths in the form of social
media activism. We twist this trend and let
parents share what’s truly important for the
world — their parenting news and their
baby’s remarkable developments.
sharing unspoken truths in the form of social
media activism. We twist this trend and let
parents share what’s truly important for the
world — their parenting news and their
baby’s remarkable developments.
PARENTS WITH SIGNS
