Baby Dove wanted a disruptive launch that would spark conversation the ‘pressure to be perfect’ felt by first time mums. Rather than images of ‘real mums’ MHP took a radically different route by looking at the media they consume.
Perfect Mum was creative response and her image as the face of Baby Dove provoked a major debate among mums on social media. There was a twist with the media reveal: Perfect Mum was created using the latest AI deep learning technology from thousands of flawless, filtered and glamorous images of mums in magazines, social media and advertising. She wasn't real.