Mamas & Papas is embracing the power of storytelling in its latest universal, multi-channel campaign. Creative studio Buttercrumble engaged in this project by collaborating on a range of illustrations to spark the imaginations of expectant parents everywhere.

Leading UK nursery brand Mamas & Papas commissioned Buttercrumble, which specialises in campaigns and identities for family audiences, to help communicate its story.

The campaign celebrates the launch of the innovative Strada pushchair.

Strada’s namesake, which translates to “street”, targets first-time customers who live in cities or suburbs; those who perhaps have smaller living spaces and cars but don’t want to compromise on the comfort of their baby’s pushchair.

Buttercrumble helped to capture street communities through a quirky, monochrome illustrated skyline. The illustrations feature as a multi-channel campaign, in-store, on-line as well as on social media.

Using illustration to communicate messages

Commenting on the project is Abigail Baldwin, co-founder of Buttercrumble. “Illustration allows us to break away from reality and go beyond the physical world because it’s so open to interpretation. This gives it the power to be universal and inclusive to all families.

“The diversity of illustration opens people’s minds. It also sparks the imagination. It was therefore the perfect tool for Mamas & Papas; the team wanted to create a campaign that would appeal to different parents in all different towns and cities.

“In this turbulent world, brands must pay attention to storytelling and embrace it, always. It’s an unbelievably powerful (and memorable) form of communication. It’s the glue that binds us together as human beings. Loyalty and love are built upon this, and so is family.”

For further information on Buttercrumble, please click here. Click here to visit the Mamas & Papas website.