SMILEAT
THE CANDIDATE
Smileat is a Spanish startup of ecological baby food. Since it started in 2014 it hasn’t stopped growing. But it needed to stand out among large multinationals, increasingly present in the category of organic food and with much higher communication budgets.
That's why we decided to launch an awareness campaign based on a topic relevant to the target: The difficulties that women have in the workplace once they become mothers.
It’s a documentary produced by Smileat and directed by the journalist Laura Herrero Garvin, where the protagonist explains the obstacles faced even today by women of reproductive age in the workplace.
The campaign was well-received by the media, generating more than 1.7 million € in earned media appearing in Telecino, La Sexta, Telemadrid, RNE, Cope, Onda Cero, El Mundo, ABC, and Elle, among others.
On the microsite, in addition to watch the full documentary, people could search for answers about labor rights related to motherhood and paternity. They also had free legal advice with expert lawyers.
AWARDS
IAB Inspirational >>> Bronze 1 (branded content)
CREDITS
Agency >>> The&Partnership
Client Services Director >>> Javier Villalba
Strategy Director >>> Rafael Buciani
Creative Director >>> Jaume Gubianes
Creative Copywriters >>> Ángela García Mozos, Ricardo Ruiz Fernández
Art Directors >>> Javier Martínez, Juan Manuel Sánchez
Account Team >>> Mariana Oliveira, Patricia Granados, Sandra Cantero
Production >>> Miren Telleria, António Soares, Paula González