Adora Fertility highlights the IVF journey in new spot from Awaken

Adora Fertility, in partnership with indie agency Awaken, has launched a new campaign sharing the ‘magic of science’ for couples who consider IVF to conceive.

The campaign features real families and clinicians, recognising that the journey to parenthood is not the same for everyone, seeking to depict the IVF journey in a positive way.

The campaign has been created to drive brand awareness for Adora, featuring a 30 second spot that showcases a montage of heart-warming family scenes, before rewinding back to the family’s IVF journey, finishing on the start of the couple’s first day at an Adora Clinic.

Awaken creative director, Amelia Morgan, said: “To ensure we remained empathetic throughout, we wanted the ad to be as authentic as possible. What made developing this ad even more special was that everything that was shown was genuine. The staff, the family, the settings. Due to COVID, it was genuinely the first time the family had been able to meet their consultant face to face since successfully having their child through Adora. It definitely evoked some emotions.”

Awaken creative director, Owen Kane, added: “What Adora and the team does is literal magic through science. It’s amazing to be able to manipulate the human body to create a baby. This brought about the concept of ‘the magic of science’. This concept conjured a real emotional cue to the core of the communications. Magic is an exciting, intangible entity that is the result of the clinical process. By saying ‘the magic of science’, we were able to ground the idea in the clinical but bridging it to happy emotions. Conception and childbirth is magical, the feeling is magical and life changing.”

Adora Fertility marketing director, Emily Hedgman, said: “Our patients go through a lot to have their babies, including the part of their journey before they ever step through our clinic doors. Awaken’s concept doesn’t skip over the nitty gritty of having a baby via IVF, but celebrates the magical moments that can be achieved with the help of science in Adora clinics across Australia. Adora’s mission is to make these moments affordable and accessible to everyone.”

The campaign launches across TV, out-of-home, online display and social.


Director: Mitchel Loveday
Creative Director and Executive Producer: Amelia Morgan
Creative Director: Owen Kane
Adora Marketing Director: Emily Hedgman
Awaken CEO: Chris Parker
Awaken General Manager: Veronica Gutierrez
Awaken Account Manager: Maggie Berringer
Photographer: Zach Bowden
Art Director: Chelsea Loveday
1st AC: Grant Kohlenberg
Gaffer: Eric Cech
Hair and Make Up: Zoe Allbon


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