Urgent Love
In the United States, every 15 minutes a baby is born withdrawing from opioids.
It’s a harrowing statistic. But rather than take that tone in an attempt to gain sympathy and as a result fueling the guilt and shame many addicted mothers already feel, we sought to do something that would subvert expectations and gain attention in a positive manner.
We created a fake baby brand - Opi’s, the first baby company for withdrawing infants - where every purchase of a ‘product’ was in fact a donation to help addicted mothers get access to the help they need.
CASE STUDY
PRODUCT PROTOTYPES
We designed the products to exist in the world as the most simple baby toys - the sort you’d purchase for a baby shower.
PROMO VIDEO & INFLUENCER KIT
Our launch film adopted the tone of a healthcare brand and influencers where sent a custom kit containing one of our prototype products.
