It’s Labor. It’s Love.

Sometimes the best policy is to tell it like it is. Take childbirth for example. It sucks, and the last thing you want to worry about is if you chose the right hospital. That’s why, when we pitched Einstein, we found a way to talk about the expertise of the birthing center, while grounding the campaign in eye-catching metaphors and a healthy dose of the truth. While this project was ultimately too edgy to produce, we viewed it as a win for breakthrough creative.