BUGABOO, the world-trusted parental and stylish baby brand, today launches a global brand campaign ‘Adventure Awaits’, building on its new brand platform Designed for Discovery. The campaign connects Bugaboo with modern, vibrant parents and parents-to-be, to celebrate the diverse, authentic and joyful world of parenthood.
The brand appointed independent digital creative agency AnalogFolk to develop the strategy and creative for ‘Adventure Awaits’.
Twenty-one years ago, Bugaboo pioneered a new type of premium, design-centric stroller and has continued to innovate within the juvenile category ever since. Its unique parenting philosophy and understanding of modern parenthood sees it once again be a category pioneer.
While other brands in the category often portray ahomogenous and saccharine representation of parenthood,Bugaboo recognizes that parenting, society, and family units have evolved. It is driving change by connecting with a new generation, embracing their shifting attitudes to parenthood and creating a new definition of parenting as an adventure to enjoy on their own terms.
Bridget O’Lone, Global Brand Director, Bugaboo says: “We believe that families can come in all shapes and sizes but what unites Bugaboo families is a sense of fun and adventure. Our products are designed for discovery and now, thanks to the fantastic partnership with AnalogFolk, our brand communications are also uniquely placed to connect with a new generation of parents. At lightning speed, and in the face of a global pandemic, the team at AnalogFolk were incredible partners in bringing our brand positioning to life through bold, vibrant communication and we look forward to continuing our partnership as we announce new, exciting products to help parents and children discover and enjoy the world together!”
Carren O’Keefe, executive creative director, AnalogFolk Amsterdam says: “Partnering with brave clients like Bugaboo who want to take serious strides forward in their category combined with the evolution of what parenting means to younger generations was the perfect combination to rethink the historically pastel parenting market and imagine a more vibrant, inclusive world.”
Adventure Awaits is a global integrated 360 campaign that brings to life the magic of togetherness, and the moments of mischief and discovery families enjoy together through everyday adventures.
It aims to drive brand awareness and consideration through a 30-second anthem film, 15-second product focused films, lifestyle and product photography. Adventures Awaits will run across paid and organic social, YouTube, retail locations (physical and e-com) and Bugaboo.com.
