LINDSAY BAKER
SAFETY 1ST
Team: Deb McDermott, Lindsay Baker, Marie Rockett, Jess Ruggieri, Billy Near, Seth Babin
In 2022, we reprised our campaign and our intrepid (if tired) parents, Joey and Sarah, and went beyond individual products to showcase two product categories—Home and Infant Health, and bring awareness to the fact that Safety 1st offers a full suite of products for growing children, not just the car seats and ubiquitous “baby on board” signs they’re famous for. Our goal was to make Safety 1st the go-to solution for parents as they prep their homes to protect their kids from all the inevitable bumps, bruises, and illnesses of baby and toddlerhood.
During that time, Safety 1st came out with a new line of products that make parents’ lives much easier through their connected nursery. While still aligning with the overall Safety 1st brand voice and platform, we had the opportunity to think of the Connected Nursery as a sub-brand to Safety 1st and explore a more heartfelt tone and visual direction that is a bit softer and more heartfelt than the Testimomial campaign.
We developed two video campaigns, social, and ran two separate photoshoots to capture both campaigns and how Safety 1st’s personality can shine across both.