Create a Campaign for Aden + Anais™, a cult brand that moms everywhere are falling in love with. Share how you’d communicate their light-hearted and playful mission that assures new moms that not having all the answers is ok.

Preparing during pregnancy to be a mom (and especially a new mom) can be overwhelming. Searching for the “answers” will land you in a sea of contradicting advice and it’s hard to know which way is up. So what happens when you come in contact with a brand that gets that, and ensures that you can trust them to be the absolute best choice for your baby?

You fall in love. You stop worrying about whether you’re making the right choice, and stick with the one brand who understands you, and that you know works every time.

And that is exactly what happens when soon-to-be moms meet Aden + Anais™. Using natural muslin fabric, Aden + Anais has created swaddling blankets (among other wearable items for babies and nursery necessities) that are unrivaled in quality, softer after every wash, and approachably stylish.

But more importantly, these moms love Aden + Anais because they understand what it’s like to be a mom. This brand was created by a real mom who knows it’s ok not to have all the answers. And the brand she designed assures moms that even with the ups and downs, they’re doing great. From one real mom’s kitchen table to stores everywhere, Aden + Anais’ business has grown because moms feel a real connection to the light-hearted and playful brand.

So, here’s where you come in: How does this cult favorite brand develop a Campaign that will a) spread the gospel about their incredible brand, and b) differentiate the brand from competitors and c) ensure that new moms everywhere know Aden + Anais understands them and is there when all seems lost.

--About Muslin: Why is muslin so important? Because this highest-quality cloth contains 7 benefits in 1: soft, breathable, light-weight, durable, pre-washed, cozy, and all-natural.

--About Aden + Anais:

• Pioneering.
• Light-hearted yet playful.
• Approachably Stylish.
• This brand provides the calming assurance of the highest quality muslin.
• The brand assures mom she is doing the best thing for her baby.
• Product is designed with your baby’s ultimate comfort in mind.
• In one cloth, you know you’re getting something that is: soft, breathable, light-weight, durable, pre-washed, cozy, and all-natural.

The goal of this project is to create a Campaign for Aden + Anais, a cult brand that is quickly growing into a mainstream mainstay. Think about how this brand could share their light-hearted and playful perspective on motherhood in a new and fresh way. While their product will always be superior to competitors, what is the overall brand campaign that will communicate the originality of the brand, beyond just the quality of the products? Think about how this brand could differentiate themselves through their campaign from competitors, or even differentiate their brand from the same old style of most baby ads.

--Target Audience: Pregnant women (specifically in their 2^nd trimester), especially new moms. Average household income of $75K+. They want to be sure they are doing everything right as a mom and are overwhelmed with all the advice that’s out there. That said, they’re also going to have a little fun along the way. She’s style conscious, but not trend-driven.

--Tone: Light-hearted yet playful. Being a mom is a hard job, but that doesn’t mean you can’t have a little fun doing it.

This Project will be worth a total of $1,500 and consists of 1 Phase: a Campaign Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: Campaign – Tell us your Aden + Anais Campaign in 500 characters or less. In addition, we encourage you to upload a supporting document to further articulate your Campaign. The brand is NOT looking for just for a single one-off commercial. They are looking for that big Campaign concept that could potentially anchor everything they do in 2015. The creator of each winning Campaign will receive $500 with a total of 3 Campaigns being awarded.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

6. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

7. Submissions must be in the English language or subtitled.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 100 Campaigns are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.