Instead of another campaign putting babies front and centre, we decided to celebrate the people raising them. Because while everyone's busy hyping up artificial intelligence, there's some pretty impressive intelligence hiding in plain sight: parents.

They run households like CEOs, decode toddler gibberish and somehow know what their kids need before they even ask. All while juggling the daily chaos of raising a tiny human.

And somehow, none of this makes headlines. When machines do it, we call it intelligence. When parents do it, we call it Tuesday.

So we figured it was time to give the original smart assistants a launch of their own. And what better time than one of the biggest tech launch periods of the year?

Meet the OG assistant

Together with Van Leer Foundation, we borrowed the hype and conventions of big tech launches to introduce The Parent Launch: OG Assistant.

Think speech recognition that understands toddler gibberish. Interactive sleep support that works even when you're running on empty. And endless responses to an endless stream of "why?"

With the voices of Hala Hanna and Chris Duffy, we brought the campaign to Instagram, LinkedIn, Facebook and YouTube. A dedicated campaign page added the facts behind the fun, connecting the idea to research on parents and early childhood development.

EVEN THE SMARTEST ASSISTANTS NEED BACKUP

Behind all the tech hype is a bigger message: parents deserve recognition but more than that, they also deserve support. After all, even the original smart assistants shouldn't have to do it all alone.

That's where the Van Leer Foundation comes in: working to improve the lives of babies, toddlers and the people caring for them, because helping children thrive means making sure their caregivers can thrive too.

If parents can already do all this, imagine what they could do with your support.