On-Demand Childcare App Bubble Celebrates Parents for All That They Are and Want to Be

London tech startup and the UK’s biggest on-demand childcare platform, Bubble, has teamed up with Creature London to launch its biggest ever marketing campaign.

Bubble’s app lets parents discover, book and pay for flexible childcare on-demand. More than 2 million hours of childcare have been requested on its platform since launch, with over 200,000 users joining predominantly via word of mouth.

Creature London were tasked with helping bring Bubble to the mainstream market, developing a campaign that would celebrate and bring to life the company’s mission of helping parents ‘be all they need to be’.

The out-of-home campaign: 'We’re more than how our kids see us’, playfully draws on the age-old reality for many parents: that once we become one, our other, original self can quickly become forgotten. Certainly, by our children, who struggle to comprehend that mum and dad have ambitions, passions and commitments that don’t involve them, and a life that existed long before they came along.

In the posters, going live on the tube, billboard, and digital displays across the capital, we show the duality of being a professional parent by sharing pictures of mums and dads drawn by their children, while witty copy contrasts the two worlds of work and home. Hand drawn designs on a fridge draws immediate warmth and inspiration, values that are at the heart of the Bubble brand, making it the perfect creative vehicle to deliver this consequential topic.

As Bubble Founder and dad of three, Ari Last, says: “Bubble has always been about empowering parents to be their very best/to make the most out of life. Be that at home, at work or whilst pursuing their passions, interests, and relationships. Being a parent is so many things, rewarding, complicated, serious, tough - and often comical too. Creature have done a great job bringing that to life”.

In today’s post-covid world, Bubble’s mission is more relevant than ever. The mass shift to flexible working, the closure of many traditional childcare settings and the well-known troubles UK parents face accessing great childcare, has heightened the need for reliable and flexible solutions that allow them to better balance work and family life.

Noa Dekel, head of marketing at Bubble notes: "Most of our customers use Bubble to help them manage their home and work schedules. And while the rise in hybrid and flexible working means we have more control than ever before, it has thrown up new challenges such as managing last-minute, unexpected meetings in town or a Zoom call that can't be interrupted by demands for Lego time. This campaign shows how Bubble is a solution that helps modern mums and dads achieve that tricky balance between professional, social and family life."

Dan Cullen-Schute, CEO and founder of Creature London expands: "Being a parent is a sodding brilliant thing, but good God it can make life difficult sometimes - and as much as I love being Stan and Mali's dad, it's also rather nice - and quite important - to be, well, me sometimes. Bubble is political cakeism made tech, allowing you to be a brilliant parent AND a brilliant you all at the same time - and we're dead proud to have been asked to bring that duality to life in this campaign. (NB It can't help with how exhausting all that undoubtedly is - it's an app, not a wizard.)"

Hanisha Kotecha, chief client officer at Creature London adds: "At Creature, we have long advocated for our industry to better support our working parents and to prevent the loss of amazing talent inflexibility and old-fashioned assumptions have caused. Working with Bubble was not only a creative pleasure but as a member of their corporate partners, one we feel incredibly passionate about."

The campaign goes live across all sites on 26th September with media being handled by PHD.