Little Wings is many things: a wine label, a living memorial to a loved one, and an avenue for raising funds for caregivers who help families get through difficult times.

When a wine-making couple lost their child to complications from premature birth, Little Wings was created in honor of their baby and to raise money for the NICU where she was born.

Looking to expand their message to new buyers to raise more charitable donations, sharing the Little Wings story was important to our client. And while it’s never easy to fit multiple messages into one advertising campaign, and it’s harder still to do so for a sensitive subject without coming across as tone-deaf.

Founded on the beliefs that sharing difficult stories helps others get through their own difficult experiences, the company itself was fitting inspiration. The ad campaign started with authentic voices of women sharing their own experiences with grief to connect with our audience on a deeply personal level. Woven into these stories were centuries old nursery rhymes for stopping power, context, and even a little visual direction (borrowing the illustrated manuscript style they may have originally been published in). To build an integrated campaign, the founder’s story was shared on a conversion-oriented landing page and retargeting efforts reminded our audience of the ultimate goal, a fundraising mission.