The coolest thing about this press ad isn’t someone’s photo of it became the number 1 post on Reddit, or that was featured by news sites like the Wall Street Journal and the Daily Mail without having anyone PR’ing it. The coolest thing is 4 couples cut the ad out from the newspaper, made a baby – hopefully not to just win a free crib – and kept the press clipping in a safe place for 9 whole months so they could claim their prize, on the off chance they gave birth on exactly the right date. That’s a lot of effort for a $99 crib.
D&AD - Press (Tactical) nomination / silver
Cannes Lions - Promos and Activations shortlist
Clio - Direct shortlist
AWARD - Direct (Direct Response) silver
AdStars - Press silver