Kishokai "Mother Book," created by Dentsu Nagoya to promote the pharma company's Bell-Net Obstetrics product, is a book that takes expectant mothers through the 40 weeks of their pregnancy. The bump inside the book seems to physically grow as the mothers themselves grow and turn the pages. The campaign encourages mothers to write their personal feelings on each page as the pregnancy progresses and consider the book a gift to their children. Read more about the campaign, which won the Grand Prix in the Health and Wellness category at the Cannes Health Lions today, over at Ad Age.
For more Cannes work highlights, tune into Creativity's "The Best of Cannes."