Fisher-Price Campaign Celebrates New Year's Babies

Toymaker Produces Ambitious Documentary of Live Births Around the Globe

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Fisher-Price is putting a global spin on the New Year's baby with an ambitious campaign shot live in 11 hospitals around the world with real parents and newborns on Dec. 31. Called "Wishes for Baby," the 90-second film was edited over New Year's Day to break today, chronicling the hopes and dreams of new parents.

Documentary filmmaker Patrick Creadon and his video crews fanned out over eight cities – Boston, Los Angeles, Tokyo, Sao Paulo, Mexico City, Bangladesh, Nairobi and Warsaw -- to gather before-and-after footage of parents who agreed to filming the births of their New Year's babies. The challenging technical work culminated at Boston editing studio Editbar where Mr. Creadon winnowed down the video footage to 90 seconds that airs first today as a paid integration on "Good Morning America."

That version and shorter 30-second and 15-second spots will then run as paid media on YouTube, Facebook and Twitter. It will be followed by a social-media campaign on those sites plus Instagram and Pinterest soliciting more parents' wishes and attempting to spark conversations using the hashtag #WishesForBaby.

Except for the "GMA" airing, the campaign is all digital, in keeping with many of Fisher-Price's campaigns designed to reach millennial moms who live online. Weber Shandwick is lead creative and PR agency on the campaign, which required more than 50 people working around the world over several days to shoot and edit. 360i handles the social-meda strategy.

"It's like Christmas morning, opening up all these films and not knowing what you're going to get," Mr. Creadon said. "I've shot all around the world, but I've never edited it all together in a day. … It's a great story and an opportunity as a documentary filmmaker to do something challenging, but also powerful and very beautiful. … A new year and a new child is a very special moment. It's a great time to listen to parents' hopes and dreams for their children. That's a universal story."

The new parents who participate will be gifted with Fisher-Price products as well as a special personal gift from Mr. Creadon who offered to put together individual footage from each family's story.

The idea for "Wishes" came from the insight that everyone loves a New Year's baby, said Lisa Mancuso, senior VP-marketing for Fisher-Price Baby, but the celebrating is usually done at a local level. Fisher-Price, which is a unit of Mattel, signed up Mr. Creadon and then secured permission from the seven hospitals around the world to bring the concept global.

The effort is the brand's first official work under its "Best Possible Start" marketing push, which began with a soft launch this fall in partnership with singer Shakira and her Barefoot Foundation. The celebrity social-media maven, although not involved in the making of the new video, will promote "Wishes" to her 106 million Facebook fans, 5.5 million Instagram and 28.5 million Twitter followers.

Ms. Mancuso said it's likely that Fisher-Price will use more of the footage throughout the year in future marketing efforts "depending on what we get."

"Every mom and dad we talk to all want their children to reach their full potential. At the end of the day, that is happy and healthy," Ms. Mancuso said. "We nurture development with our products and we believe we can align with millennials who want to do that."