Bugaboo has a vibrant new look in a fresh global campaign that uses bright colors, playful parents and diverse casting to convey the stroller brand's attitude to modern parenting.

The campaign, created via AnalogFolk's Amsterdam office for the Dutch brand, includes a 30-second anthem film, 15-second product-focused videos, lifestyle and product photography. The anthem features a range of moms and dads, including single parents and same-sex couples, having fun with their kids in ways that sometimes break the rules—they vault into a closed playground, dance in an art gallery or mess around with straws in a cafe.

Running across social media, retail and Bugaboo.com, the ad was directed by Thomas Nuyten of Amsterdam-based Mr.Frank, with Lisbon-based production company More Maria also working on the campaign. The shoot took place in Portugal. 

“We believe that families can come in all shapes and sizes but what unites Bugaboo families is a sense of fun and adventure," said Bridget O’Lone, global brand director, Bugaboo, in a statement.

“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," added Carren O’Keefe, executive creative director, AnalogFolk Amsterdam.