This past Friday, Fisher-Price Inc. released a short film entitled Wishes for Baby, marking the official launch of its Best Possible Start marketing campaign. Directed by Patrick Creadon, and filmed with real parents from around the world on New Year’s Day and during the final days of December of last year, the short film is intended to capture the love and hopes all parents share for their children during their first moments.
The production involved more than 50 crew members around the world, in seven countries over five continents and in 10 hospitals, shooting the births of 27 babies and the first wishes of 26 families. More than 15 hours of raw footage was scoured through and edited within 24 hours in order to produce the 90-second film.
Wishes for Baby is launched with paid media on Facebook, Twitter, and YouTube, followed by a six week social media engagement campaign across Facebook, Twitter, Instagram, and Pinterest to gather wishes and inspire genuine conversation with parents via #WishesForBaby. Parents can view the conversation at facebook.com/fisherprice.
Adele Enersen—an author, illustrator, and mother of two—will add a special touch to the engagement campaign by depicting the most popular wish themes from around the world. Each week, new prompts will encourage more sharing among community members, and responses will be adapted into a growing catalog of artistic expressions.