Bugaboo

Adventure Awaits, a global 360 campaign

Company

AnalogFolk
Amsterdam

A woman in a colourful outfit has just pushed a stroller through wet concrete, leaving a heart-shape on the pavement

brief

idea

product shots

Role

Area

Senior copywriter & creative

Global 360 campaign
Rebrand
Art direction
Brand platform
Asset production

Scope

Launch the first campaign of Bugaboo’s new brand platform Designed for Discovery

Create a global 360 campaign that connects with today’s modern parents

insight

The baby category is saturated with brands fighting to be noticed in a sea of sameness

Riddled with pastels and nucleair families, Bugaboo’s goal was to separate itself from this homogenous representation of parenthood. Recognizing that parenthood and modern families have evolved, the global brand campaign shifted the focus to mischief, fun and adventure in a vibrant, joyful world.

Adventure Awaits, the first campaign to launch Bugaboo’s new brand platform Designed for Discovery

Adventure Awaits celebrates modern parenthood. The campaign includes 5 vignettes that feature non-traditional families that discover the joy of parenthood together with their baby.

While present in each of the vignettes, the strollers are cast as quiet enablers that are ready for any adventure with their advanced features, like the one-hand fold technology and their agility.

A woman in a colourful outfit has her hand on a Bugaboo stroller while taking a moment to enjoy the sun
A dad hangs an artwork of his daughter on the wall of a gallery. His daughter is on the floor, drawing, surrounded by coloured pencils
A father hangs his child's art work on the wall of an art gallery. His daughter is watching on from a yellow Bugaboo stroller
A woman in a red outfit climbs over a closed, yellow fence of a playground. A man is kneeling down next to a stroller with a toddler in front of the fence
A couple leaves the playground, walking through a yellow fence. The man is pushing a stroller with a toddler
A woman in a colourful outfit checks on her baby in the bugaboo stroller

Extending the fun and vibrancy into static product shots

Thick velvet curtains, cheeky human actions and clear demonstrations of features and capabilities: the spirit of the vignettes was extended into the static product shots. The results were vibrant and fun, ensuring that the spirit of Adventure Awaits is also felt on the more static category and product detail pages.