Rock your way through pregnancy

When you’re pregnant, there’s an expectation that you shouldn’t go to festivals, have sex, or engage in intense physical activity.

To launch the maternity clothing brand Supermom, we developed the campaign: Rock your way through pregnancy. It’s a multi-year campaign that shows that when you’re pregnant, you don’t have to give up your identity, style, or uniqueness. You can still be you: dancing, partying, having sex, swimming, and staying active. We portrayed different ‘moms’ in this campaign, from #datenightmom to #festivalmom to #workingmom – in short, #supermom. For the media strategy, we chose an Instagram-only approach based on target audience and media insights.