Dreft detergent wanted a fun digital campaign that millennial parents would identify with. One that didn’t pretend that parenthood is all sunshine and rainbows.

The result was an interactive campaign that tapped into conversations around moments of parenthood through trending hashtags on twitter, Facebook and Instagram. The videos and posts received over 2.4 million views, tons of shares, likes, and started hundreds of conversations with our millennial target. Welcome to the crazy, messy, beautiful journey of #Amaizinghood.

Executive Creative Director: Laura Mulloy Alt
Creative Directors / Copywriters: Emily Blaine / Bonnie Pihl Bottorf
Art Director: Emily Blaine
Producer: Tia Kim
Director: Jasper Gray