The beauty of the bump
concept & production
The pregnant belly is perfectly engineered by nature; it’s warm, safe, and ultra-comfortable – just like the Bugaboo Fox 5. Of course, nothing can compete with nature and the growth of a beautiful human body, so the stroller is positioned not as an upgrade to carrying a baby inside a bump, but as ‘the next best way to carry your baby.’ The campaign allows the brand to pay homage to the amazing human body and the incredible process of pregnancy. It is a self-effacing and unexpected brand stance that expectant mothers can get behind – making them feel understood and celebrated.