Wenneker Amsterdam powers Philips Avent campaign

The campaign is anchored in a sharp truth from Philips Avent's own research

When a campaign sets out to challenge cultural norms, the work itself has to feel as human as the message. For Philips Avent's Share the Care, that meant production had to do more than deliver beautiful assets. It had to carry an emotional truth across markets, products, and formats without losing its honesty. Briefs like this are not solved by suppliers waiting to be told what to make. They are solved by partners who sit at the table early, with the depth of a full content ecosystem behind them.

That ecosystem is PAKT, a unified content group bringing together complementary specialists across content strategy, film, photography, animation, social, and technology. Wenneker Amsterdam is one of the companies within PAKT, and as a production partner to Philips for over 18 years, it was the natural home for Share the Care. Working alongside creative agency LePub Amsterdam, Wenneker delivered the campaign as a fully integrated digital production spanning a hero film, product films, photography, and a wider library of social, digital, and in-store assets.

A Cultural Insight That Demanded More Than Beautiful Imagery

The campaign is anchored in a sharp truth from Philips Avent's own research: nearly two in three moms of young children have less than one hour a day for their basic needs, and three quarters believe societal expectations on them have grown over the past decade. Share the Care responds by calling on families, friends, and communities to step in, so mothers can prioritise their wellbeing without guilt. It is a deliberate move away from the baby first mentality, toward a story in which mom is placed at the centre.

In PAKT's way of working, every project is designed around the business challenge before the format is discussed, and the right solution is always a balance of Craft, Technology, and Scale. The higher the strategic stakes, the more Craft leads. For a campaign asking families to rethink caregiving, the stakes were as high as they get. Craft had to lead.

Production as the Carrier of the Idea

The production took place in Amsterdam, captured over six dedicated shoot days, with 43 cast members including 8 real families and 19 babies, and more than 15 products integrated as moments rather than placements. Wenneker's approach starts from a principle drawn from years of baby focused work: you cannot direct babies, you create the space for moments to happen. That craft, built on empathy, rhythm, precision, and trust on set, became the production embodiment of the campaign's message. The same care being asked of families was the care being practised behind the camera.

From there, Wenneker built a modular content system covering film, photography, and digital, unified through a visual language that is soft yet structured, emotional yet controlled. Hero films, product storytelling, social cutdowns, and market specific adaptations all flowed from the same shoot, so local markets could deploy assets at speed without diluting the campaign's integrity. One emotional truth, produced once with rigour, then engineered to travel.

For Philips Avent, the result is a body of work that feels warm, real, and human, while quietly running on the kind of strategic production thinking PAKT is built to deliver. Proof that even the most modular content begins, and ends, with care.

www.philips.com

www.wenneker.amsterdam

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