With the Donat Mg brand we wanted to overcome the conventional tone for the target group of pregnant women. We invited expecting mothers to the pregnancy club, with the core message urging them to stay true to themselves and their lifestyle. Visual representation included pregnant women cheering at the football match, playing at the rock concert and engaging in a daring game of pool. Campaign ran in Austria, Italy, Slovenia and Croatia.
The campaign incorporated: print ads, advertorials, ad takeover, web animated banners and fair equipment.