Effies
Australia
Where Babies Come From
Agency
CHE Proximity
Client
Genea
Awards
Silver
Health and Wellbeing
Gold
Insight & Strategic Thinking
Silver
Challenger Brand
Summary
When you’re outshouted in a category driven by salience, playing it safe will be the death of you. We sought to be the brand which changed the conversations, or lack thereof, around IVF. Those conversations which made people feel abnormal for needing help, by reframing the role of Genea’s IVF, not as scientific
intervention for ‘different’ people, but as a natural extension of the baby-making process in 2020. By boldly framing Genea as the place ‘where babies come from’, we were able to outperform the market, changing the fate, and DNA, of the Genea brand.
Case study
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Credits
| Ant White | Chief Creative Officer | |
| Cameron Hoelter | Executive Creative Director | |
| Jeremy Hogg | Creative Director | |
| Richard Shaw | Creative Director | |
| Sarah Pont | Author/Brand Planning Director | |
| Fee Millist | Senior Copywriter | |
| Darren Cole | Head of Design | |
| Trent Michael | Senior Designer | |
| Sebastian Perez de Arce | Senior Designer | |
| Reece Lawson | Digital Design Lead | |
| Renee Hyde | Managing Partner | |
| Nicholas Biggs | Account Director | |
| Judy Crema | Senior Account Director, PR | |
| Katherine McCulloch | Research Marketing Manager | |
| Holly Alexander | Director, Strategic Production | |
| Elena Szymanski | Broadcast Producer | |
| Andy Stewart | Creative Technologist | |
| King Yong | Senior Editor | |
| Patrik Fagard | Creative Technologist | |
| Mike Deane | Chief Media Officer | |
| Tim Russell | Head of Strategy, Media | |
| Anna Longson | Integrated Planner | |
| Yenfei Tan | Addressable Manager | |
| Katrina Anastasi | Digital Executive | |
| Nicole Papoutsis | Head of Brand and Marketing | Genea |
| Alice Ross | Corporate Communications Manager | Genea |
| Elizabeth Gosch | Corporate Communications Manager | Genea |
| Karen Sivieng | Digital Co-Ordinator | Genea |
| Philip Kim | Graphic Designer | Genea |