Back to Listings

CPBF: Premature Mother's Day Calculator

Building an interactive campaign that reimagined Mother's Day for premature families

Role: Front-end Development
Agency: TBWA/CANADA

Overview

To raise awareness for the unique journey of premature babies and their families, the Canadian Premature Babies Foundation (CPBF) launched a Mother's Day campaign celebrating the special bond between preemie mothers and their children.

The campaign invited users to calculate their "real" Mother's Day based on how premature they were, then celebrate the occasion by creating a personalized Mother's Day card and redeeming a location-based brunch offer at participating Fresh Restaurants across the Greater Toronto Area.

My Role

I was responsible for the front-end development of the campaign website, translating the approved designs into a responsive, interactive experience.

My responsibilities included:

  • Building the responsive campaign website
  • Developing the Mother's Day calculator
  • Implementing the personalized card creation experience
  • Integrating geo-targeted restaurant offer
  • Ensuring a seamless experience across desktop and mobile devices

THE TEAM
Gelo Fernandez, Account Executive
Gillian Morrison, VP Integrated Production
Lara Goldsmith, Front-end Developer
Meagan Eveleigh, Creative Director
Noella Choi, Creative Director
Robert Cappuccitti, Creative Director