Pura "It's what they'd want" by FCB Inferno

New eco-friendly baby brand Pura takes the cute approach to promote a plastic-free future.

Based on the fact that 90% of baby wipes contain plastic, the ad shows a dramatic call-to-arms from gibberish-speaking babies as they promote Pura’s plastic-free, biodegradable wipes. "We demand a change," a posh youngin’ wearing a three-piece suit declares, while another sits in their high chair, covered entirely in baby food.

This comes alongside the creation of a picture book, Lily and the Wipe Monster, which follows one girl’s efforts to convince her family to go eco-friendly and stop using plastic wipes.

Launched across TV, social and digital activity, with celebrity endorsements from Diversity's Ashley Banjo, Strictly Come Dancing's Gemma Atkinson and Happy Mum Happy Baby creator Giovanna Fletcher, the work was created by Kris Wheater and Jono Owens, and directed by Chris Balmond through Outsider.


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