CLIENT
Teta&Teta
María García Canedo, Owner
María Rufilanchas, Owner
AGENCY
Tomas Ostiglia, Executive Creative Director
Nestor García, Executive Creative Director
Nacho Oñate, Executive Creative Director
Saray González, Creative Director
Helena Marzo, Creative Director
Gem Romero, Head of Planning
Alberto Bures, Director of Planning
Yann Baudoin, Managing Director
Zacarías Kesselman, Creative Supervisor
Pablo Luna, Creative Supervisor
Cristian Serrano, Art Director
Libe Amunarriz, Art Director
Luján Gallo, Account Manager
Luis Cristóbal, Head of Production
Enrique Caballero, Head of PR & Comms
Sarah Okrent, Head of PR & Comms
Beatriz Chapapietra, Head of PR & Comms
Camilla Facin, Head of Planning
Bruno Gomiero, Planning Manager
Ana Goyoaga, Planner
SUMMARY
Due to the sexualization of female breasts, many women have been offended for breastfeeding in public spaces. Our goal was to raise awareness about the need of legal protection. For that, we used as a symbol something that nobody can ignore: a baby crying. We created a hyper-realistic baby and placed it in the busiest area of Madrid. Only 3 days after the baby’s placement the Ministry of Equality reached us out. The campaign brought visibility to this overlooked issue, generating 1.8 million in earned media and 210 million impressions.
