Problem:

Studies show that pregnancy and childbirth cause gray matter reductions in the brain. This can last for up to to two years postpartum.

In layman’s terms: After baby born, my brain no work good. Which is hard to grapple with as a previously-creative person who used her brain most days and needed to return to her Art Director job.

Insight:

Every year, the luxury wellness industry invents another way to optimize already high-performing adults.

Meanwhile, millions of new mothers are going through one of life's biggest cognitive transitions with a whole lot of baby-caring advice and very little brain-recovery support before they’re expected to go back to work.

Idea: 

Let’s treat postpartum cognitive support as the next great wellness movement.

Rewirehood:
The world’s most luxurious postpartum brain program that gives mothers rituals, hacks, and cultural permission to get their own minds back.

PRINT and Social

Media placements meet new moms where they currently are: flipping through magazines at doctor’s offices and scrolling during late-night feeds.

EXCLUSIVE BABY MONITOR FEATURE:

Rewirehood x Nanit

With our exclusive brand partnership: Live content of your perpetually awake and/or crying child is replaced with a calm, sleeping baby to lower cortisone levels.

Strategic influencer partnership

For this campaign we partnered with mega-influencer and creator Ms. Rachel. And by partnered with, we mean we turned on her Youtube channel in order to complete basic tasks like showering or meal preparation without interruption.

EXPERIENTIAL

We turned our old house into the ultimate Rewirehood Pop-up Experience: A recovery space for the mind behind the mom.

The Salon: Haven’t spoken to an adult human in months? Enter The Salon: A reimagined living room for intellectual discussion covering literally any topic other than the consistency of your baby’s poop.

Dress code: Pajamas.
Guest List: Anyone who is not a baby.

The Pop-Culture Reconnection Room: Instead of spending an hour in darkness waiting for your child to fall asleep, enter The Pop Culture Reconnection Room to catch up on the past year of television, movies, and culture you’ve missed out on.

The Bath Suite: Need to get out of earshot of your baby’s cries? Try out The Bath Suite, a place where the water stays hot and your cell phone stays charged.

RESULTS

With $0 spent in media, Brittany’s brain regrew enough to finish reading a book, stop stumbling over basic vocabulary, and add this fictional project to her portfolio site.

ECD: Brittany Perez

CD AD: Brittany Perez

CD CW: Brittany Perez