the work


karitane brand campaign

Mum’s the word.

We don’t shy away from a hard conversation. Especially when it’s about parenthood. And as parents ourselves we understood the importance of having the Karitane story told. We know parenting isn’t easy, but we are firm believers that there is beauty in the chaos and wonder in reality.

We told honest stories and had real conversations for Karitane’s first ever brand campaign. Storytelling is at the heart of what we do at crybaby. So, it was important to us both to reduce the stigma around the challenges of those early parenting years – who are we kidding, we know them well – and to educate families on how and where help is available.

Created to help save our sleep, Karitane offer practical advice and support for when a good night’s sleep is a distant memory. There were tears (the baby’s but maybe also our own), smiles and comfort to be found in Karitane. A community of people coming together to share this journey. Powerful, personal, wonderful — we’ll let their stories speak for themselves.

“Working with crybaby was working with a dream team. They understood exactly what we wanted and were able to organise, co-ordinate and produce something that deeply connected to the ethos of who we are. Shoot day was so smooth, everything planned and executed to perfection with a team of professionals that had thought of absolutely everything.”

— Emily Kawalilak, Karitane Marketing Manager

← back to menu

keep in the loop with our occasional updates & intel

thanks! we'll be in touch
Oops! Something went wrong while submitting the form