New mothers are often surrounded by advice from people who believe they know best. Created for the Young Lions Georgia 2026 Print competition, this campaign explores the gap between telling mothers what to do and giving them the support they actually need. The idea turns an everyday frustration into a direct, relatable print advertising concept.
The Concept:
"Everyone Is a Pro from the Backseat"
Everyone seems to have an opinion on how a new mother should raise her child. But giving advice is easy; providing meaningful support takes understanding and action.
The concept draws on the familiar idea of people confidently offering instructions from the sidelines. By connecting this behavior to the experience of new mothers, the campaign highlights the gap between unsolicited opinions and genuine care.
Art Direction
The art direction combines claymation-inspired characters with a cinematic, car-level point of view. An exhausted mother drives while her grandmother, dressed in a Formula 1 racing suit, confidently points out the road from the back seat, with their child beside her. The contrast between the mother’s fatigue and the grandmother’s self-assured enthusiasm creates a humorous visual metaphor for unsolicited parenting advice. Through expressive character design, a familiar everyday setting, and the unexpected Formula 1 reference, the campaign turns a relatable family dynamic into a distinctive and memorable print concept.
Final Reflection
This project reinforced the value of finding a clear human insight within a brief and translating it into a focused advertising idea. It also highlighted how a familiar social behavior can become a relevant creative starting point when viewed from the perspective of the people experiencing it.
The campaign received the Gold Medal in Print at Young Lions Georgia 2026, recognizing the work created by Aleksandre Pataridze and Levan Pertaia at Lost&Found.
Company: Lost&Found · Teammate: Levan Pertaia
