Babyfood company Nutricia wanted to start supporting parents even before their baby was born with an app (best used as a couple) that helps the dad get more involved in the pregnancy. Nutricia asked us to promote the app. But this created a unique challenge: how do you get the average father-to-be to download an app about something as feminine as pregnancy?

The suit travelled around baby shops and malls all over Belgium – and wherever it went, pregnant couples instantly came forward to try it out. Everyone was invited to download the app – and almost everyone did. What’s more, news of the suit travelled far – catching the public’s attention and making sure more men remembered to search for the app and do the right thing for their partners.

Make men pregnant. We built a special suit that could simulate all the weight gain, movement restriction and discomfort of pregnancy, and we took the suit to public places and babyshops where we’d knew we’d find dads-to-be – and showed them in a few minutes exactly what their wives or girlfriends were going through. Everyone who tried the suit was invited to download the app.

What better way to engage dads-to-be even more in the pregnancy of their partners than literally make them feel what it's like to be pregnant?