NBCU’s preschool network, Sprout, teamed with creative solutions company Oishii Creative to create a 30-second spot honoring moms and highlighting the network’s annual #MomIsHere campaign. Last year, Sprout worked with Oishii on its rebrand.

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“At Sprout, we want to turn mom guilt on its head and celebrate what moms are doing right each and every day,” said Kristen Campolattaro, VP, Brand Marketing, Sprout, in a statement. “Every day isn’t perfect, but mom is here physically and figuratively—and she’s got this.”

“In order to carry on the message of the #MomIsHere campaign, we worked with Sprout to create a video showcasing a variety of scenarios that show just how important moms are to their families,” says Ismael Obregon, Co-Founder/Chief Creative Officer of Oishii Creative, also in a statement. “Our instructions were to eschew the overly sappy feel that is often associated with these types of videos. Instead, we wanted a piece that shares Sprout’s brand values of standing by moms, and seems genuine and authentic. I think we achieved that.”

Working from Sprout’s concept and script, Oishii handled the casting, shoot and editorial on the “Mom Is Here” on-air spot. From there, the network will re-cut the spot with additional footage shot by Oishii to create a number of other versions for social media and integrated brand tie-ins.

Oishii shot a cast of 18 kids (ages 4-10) and seven adults (six “parents” and a “grandparent”) to capture various family scenes over the course of three days on-location in Los Angeles. An additional photographer caught candid moments of the Sprout “kids” and “parents” interacting in real ways to provide a library of families for Sprout marketing campaigns.

Currently, Oishii and Sprout are developing additional creative assets to augment the existing brand refresh toolkit, including new bumpers, genre opens, a live-action promo package, and :30 brand spot. The new elements will launch in the later this year.

CREDITS:

Client: Sprout, NBCUniversal Cable Entertainment’s 24-hour preschool network

VP Marketing: Jennifer Giddens

VP, Brand Marketing: Kristen Campolattaro

Creative Director: Farrel Allen

Manager, Brand Marketing: Bridget Sullivan

Production & Postproduction Company: Oishii Creative

Creative Director/Director: Ismael Obregon

Executive Producer: Daniel Walkup

Director of Photography: Matt Roe

Editor: Nicholas Nykamp

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