The One Show
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BABY SCAN
Agency adam&eveDDB / London + King Henry Studios / London + Absolute Post / London + Biscuit Filmworks / London
Category
Events / In-Person
Annual ID
OS24_EX026B
About the Work
For decades we have been inspiring the nation to love or hate Marmite. But how do you keep an idea as old as ‘You either love it or hate’ it fresh? And how do you remind young families to eat Marmite when there are so many more breakfast options?
We were inspired by recent research which showed that babies in the womb might be able to taste what their mothers have eaten via the amniotic fluid. And we know that every Marmite-loving parent-to-be wants to know what they're having. Not whether it's a boy or a girl - but whether it's a Marmite lover or hater.
Therefore, we launched Marmite Baby Scan. We partnered with Window to the Womb, one of the country's leading pre-natal scanning clinics, to launch a nationwide experiment, using 4D sonography to determine whether you’re expecting a lover or hater.
The TV spot, which aired on ITV2, was accompanied by activity across OOH, press and social, encouraging the public to sign up to the study and have a scan with one of the UK’s leading ultrasound clinics, that could reveal whether they are expecting a Marmite lover or hater.
We were inspired by recent research which showed that babies in the womb might be able to taste what their mothers have eaten via the amniotic fluid. And we know that every Marmite-loving parent-to-be wants to know what they're having. Not whether it's a boy or a girl - but whether it's a Marmite lover or hater.
Therefore, we launched Marmite Baby Scan. We partnered with Window to the Womb, one of the country's leading pre-natal scanning clinics, to launch a nationwide experiment, using 4D sonography to determine whether you’re expecting a lover or hater.
The TV spot, which aired on ITV2, was accompanied by activity across OOH, press and social, encouraging the public to sign up to the study and have a scan with one of the UK’s leading ultrasound clinics, that could reveal whether they are expecting a Marmite lover or hater.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
adam&eveDDB / London
Design Firm
King Henry Studios / London
Media Agency
Mindshare / London
PR / Marketing Agency
W Communications / London
Production Company
Biscuit Filmworks / London
Post Production Company
Absolute Post / London
Editing Company
Work Editorial
Chief Creative Officer
Richard Brim
Copywriter
Frances Leach
Design Director
Scott Silvey
Director
James Rouse
Director of Photography
Alex Melman
Editor
Neil Smith
Executive Creative Director
Ant Nelson
Mike Sutherland
Photographer
Charlie Surbey
Producer
Benji Howell
Maddie Godsill
Account Director
Max Sullivan
Paige Hartley
Account Manager
Anna Mason
Ella Bull
Lydia Barber
Artworker
Dave Callow
Associate Director
Jess O'Donohoe
Audio Post Production
Jon Clarke
Audio Producer
Deborah Whitfield
Awards Manager
Gina Thompson
Business Director
Tess Domenet
Campaign Director
Grace Jackson
Casting Director
Thom Hammond
CEO
Tammy Einav
CG
Keith Rogers
Megan McLean
Ollie Grant
Patrick Keogh
Rebekah King-Britton
Colourist
Matt Turner
EP
Chris Batten
Sally Heath
Flame
Rich Greenwood
Flame & Nuke Lead
Chris Tobin
Founder / Partner
Carolyn Henry
Hair & Makeup Artist
Michele Baylis
Head of Production
Polly Du Plessis
Integrated Producer
Jaki Jo Hannan
Joint Head of Integrated Production
Nikki Cramphorn
Junior Planner
Lucy Wilson
Lead Retoucher
Charlie Townsend
Look Dev / R&D
Gustavo Ribeiro
Managing Partner
Tom White
Marketing Director
Georgina Bradford
Marketing manager
Shannon Lennon-Smith
MD & EP
Rupert Reynolds-MacLean
Nuke
Harvey David
Tommy Coulter-Lister
PA / Team Assistant
Phoebe Jebb
Photographers Agent
Boutique Artists
Photography
Merchandise PR
Production Designer
Niamh Coulter
Production Manager
Tim Steele
Project director
Amy Waldman
Ian Hughes
Senior Integrated Producer
Gareth Evans
Senior Planner
Liora Ingram
Studio Project Manager
Dan Sandalls
Studio Support
Gary Halfacre
VFX Supervisor & Flame Lead
Ben Robards
Wardrobe Stylist
Selina Wong
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