Kids learn more when they have the freedom to get dirty. For this campaign we were asked to convey this message to mums around the world.
Many mums use social media to share parenting experiences and to search for information, and the DiG conversation is the brand’s means of getting closer to mums by participating in those discussions.
As part of this content we developed a series of six colourful posters, each featuring a celebratory statement brought to life with great typography produced by influential illustrators. Designed to answer the rallying cry of the harassed, the weary, the lectured, the puke-stained, the in-law pecked, the fight-breaker-upper, the hobbled-by-Playmobil-hidden-in-the-carpet, each poster could be downloaded as a desktop image, shared via social media or printed for display at home.
These posters have lived on the brand’s re-launched site since Spring 2011 and have become a badge of honour for mums among the DiG community.