McCann Health NY, Enfamil Come Up With Formula To Identify The Most Important Person In The World


Robert Goldrich
Thursday, May. 2, 2019


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Infant formula brand Enfamil has teamed with McCann Health NY to launch the Fuel the Wonder platform. Helping to bring the platform to fruition was a thought-provoking question posed by Enfamil in partnership with GET Creative, a division of USA Today: “Who is the Most Important Person in the World?”

The nationwide poll yielded a surprising response (although not to parents)--that each and every baby is the Most Important Person in the World, given the potential for each to grow into a person who will help others and have a positive impact on the world. Also helping them earn the Most Important Person in the World mantle is the way we learn daily from babies and how they give us a sense of purpose and a reason to press on--to help in their growth, development, education and well being.
The new platform--most appropriate today, May 2, aka Baby Day--is designed to convey the passion Enfamil and its employees have for all babies. It will also help underpin the unique support Enfamil provides, such as creating specific formulas for specific conditions (even one that was created for a single baby with a unique condition). Other initiatives include Drive to Thrive, which provides financial and informational support to parents after their baby leaves the NICU, and Helping Hand for Special Kids, which offers babies of low-income families who require specialty formula either long-term assistance or a free, one-time shipment of products.

To capture audiences nationwide, Enfamil unveiled the Most Important Person through an integrated effort across a variety of channels, including outdoor billboards in Times Square, near the White House, in Silicon Valley and Hollywood. The campaign also extended into digital assets across several media partners, social influencers, and brand properties--all ending with “Let’s fuel the wonder” as the rallying cry.

This video--directed by Todd Selby of production company The Selby--spreads the word.

Because parents play a vital role in fueling the wonder of all babies, Enfamil is calling on parents to share on social media why their little one is the most important person in the world by posting a picture or video with the hashtag #MostImportantPerson for the chance to be featured on Enfamil’s social channels.


Client Enfamil Agency McCann Health NY Tom Murphy, co-chief creative officer; John Mescall, global executive creative director; Cinzia Crociani, Nadia Kamran, SVPs, group creative directors; Stephanie Berman, EVP, executive creative director; Sherrod Melvin, Josh Grossberg, group creative directors; Lizzie Wilson, Annie Elliott, Neil Ramanan, associate creative directors; Katherine Kuni, creative director; Sarah Watson, EVP, global strategy director; Amanda Shapiro, VP, strategy director; Amy Herzog, strategy director; Hillary Gentile, chief strategy officer; Erica Shavad, SVP, group strategy director; Leigha Baugham, director of social media strategy; Elise Falcon, sr. strategy planner; Jordyn Rudolf, social media strategist; Keith McKay, EVP, director of media strategy; Nathy Aviram, chief production officer; James Lawson, producer; Eric Johnson, EVP, executive integrated music producer; Dan Gross, music producer. Production The Selby Todd Selby, director; Camilla Ferenczi, exec producer. Editorial Gattie and Lopez  Chuck Willis, editor; Susan Willis, exec producer. Color The Mill Damien Van Der Cruyssen, colorist. Music JSM Joel Simon, owner/exec producer; Jeff Fiorello, exec producer.

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