Mothercare: "Beautiful, isn't she" by mcgarrybowen

"Beautiful, isn't she.

Kesia, 17 weeks after giving birth

Beautiful, isn't she.

Nardy, 20 weeks after giving birth

Beautiful, isn't she.

Louise, 29 weeks after giving birth.

Beautiful, isn't she.

Tesha, 26 weeks after giving birth.

Beautiful, isn't she.

Eleanor, 14 weeks after giving birth.

Beautiful, isn't she.

Sophia, 39 weeks after giving birth."

Advertising Agency: mcgarrybowen London, UK

Executive Creative Director: Angus Macadam
Creative Directors: Simon Lotze, Miguel Nunes
Art Directors: Anders Wendel, Laura McGovern
Copywriters: Elliott Tiney, Sarah Watson
Photographer: Sophie Mayanne
Head of Design: Andy Breese
Designers: Luke Ridgway, Simon O'Brien
Head of Account Management: Rachael Ford
Account Director: Kate Scrutton
Strategy Director: Chris Turner
Strategist: Ali Wynter

In pubs and on social networks, young moms are tempted to retouch their photos to eliminate curves and stretch marks. That's why the UK brand Mothercare has turned to Mcgarrybowen London for "BodyProudMums"  - a campaign that portrays women as they are, with their scars and pregnancy pounds, but just as happy.