Vip Newborn moms

Creative idea

For the past 25 years, Serbia has negative natality rate. New law dramatically cuts down pay for women during maternity leave. Mothers are protesting, government is silent. Vip Mobile gave support with a unique offer - for all newborn moms in 2019, any postpaid tariff is free for 9 months. When a woman becomes a mother, her life changes. Motherhood is the birth of a new identity – with every new baby, new mom is born. We wished 'newborn' moms a welcome to the world, and through milestones in child's life, told the story of the newborn mom first experiences.

Brand name: Vip Postpaid
Advertiser / client: Vip Mobile Serbia
Product / service: Postpaid tariff
Campaign name: Newborn moms
Agency network: LEO BURNETT
Agency: Leo Burnett Belgrade
Additional company: Baš Čelik production, OMD media
Production company: Baš Čelik production
Executive creative director: Anja Radulović
Creative director: Anja Radulović
Art director: Miloš Milanović
Copywriter: Nevena Balšić, Vesna Lapčević
Designer: Jovan Pavlović, Miša Kostić
Account director (agency): Tia Dokmanović, Vladimir Vučićević
Client account director: Jelena Čađenović, Biljana Jović Popović, Ana Vučković, Olga Kapor, Ivo Radaković
Strategic planner / strategist: Tamara Piper Radišić
Film production: Baš Čelik production
Director: Miroslav Terzić
Director of photography: Aleksandar Ilić
Music: Always Be by Holley Maher
Screenwriter: Anja Radulović, Nevena Balšić