Herconomy - "Breastmilk Money" by ANDY Awards 2026
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Herconomy - "Breastmilk Money"
- Brand: Herconomy
- Country: Germany
- Advertiser: Herconomy
| Title | Breastmilk Money |
| Brief | Breastfeeding offers many health benefits but in Nigeria, it’s not always seen as an economically smart choice. Formula can consume up to 34% of household income, yet exclusive breastfeeding rates remain low due to stigma, social pressure, and lack of workplace support.Herconomy introduced Breastmilk Money, the first savings account that offers interest on breastfeeding. Within the Herconomy app, mothers enter their baby’s age, choose intake levels based on WHO guidelines, and select a formula price range based on national market data. The app calculates how much they save by not buying formula, and that amount is automatically transferred monthly into a sub-account earning 14.3% interest, a figure reflecting the cognitive benefit linked to breastfeeding.The product helps mothers invest in both their children’s development and their own financial futures, turning a personal health choice into a long-term asset. |
| Agency | Serviceplan Germany |
| Campaign | Breastmilk Money |
| Advertiser | Herconomy |
| Brand | Herconomy |
| Date of First Broadcast/Publication | 2025 / 3 |
| Product | Herconomy |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Herconomy is Nigeria’s first digital bank designed for women. Breastmilk Money is a sub-account product created in collaboration with Herconomy to offer mothers a financial benefit for breastfeeding, turning care into capital. |
| Media Type | Digital |
| Length | |
| AI Description | The ad "Breastmilk Money" by Herconomy, created by Serviceplan Group in 2025, introduces a pioneering bank account aimed at empowering Nigerian women, particularly mothers. The commercial showcases a warm, community-driven narrative with visuals and dialogues from medical experts and mothers. The focus is on breastfeeding and how it can translate into economic benefits through the Herconomy digital app. Women using the app can calculate and save the costs they would otherwise spend on formula, storing the savings in a special account accruing a 14.3% interest rate. This mirrors benefits associated with child development through breastfeeding. Scenes illustrate mothers interacting with the app, the emotional empowerment, and support provided by such an innovation. It concludes by promoting self-sustained financial security, fostering both economic and social change. It highlights impactful statistics and endorsements from global organizations like the WHO and UN Women, underscoring the product’s significance in transforming both individual lives and the broader community. |
| Film Production Company | We Make Them Wonder |
| Development | Standardabweichung |
| Media Agency | MEDIAPLUS GERMANY |
| Digital Agency | PLAN.NET GERMANY |
| PR Agency | Tulom |
| OOH Media Agency | Curiosity Africa |
| Global Chief Creative Officer | Alex Schill, SERVICEPLAN GROUP |
| Art Director | Camille Nizet, SERVICEPLAN GERMANY |
| Art Director | Tanvi Phalak, SERVICEPLAN GERMANY |
| Art Director | Rohil Borole, SERVICEPLAN GERMANY |
| Art Director | Kai West Schlosser, SERVICEPLAN GERMANY |
| Copywriter | Shruthi Subramanian, SERVICEPLAN GERMANY |
| Copywriter | Babi Puttini, SERVICEPLAN GERMANY |
| Copywriter | Javier Granados, SERVICEPLAN GERMANY |
| Global Executive Creative Director | Lorenz Langgartner, SERVICEPLAN GERMANY |
| Global Executive Creative Director | Franz Röppischer, SERVICEPLAN GERMANY |
| Creative Director | Dennis Fritz, SERVICEPLAN GERMANY |
| Senior Motion Designer | Klas Batschkus, SERVICEPLAN GERMANY |
| Junior Motion Designer | Margarita Nikolajeva, SERVICEPLAN GERMANY |
| Junior Motion Designer | Michal Kuśmierz, SERVICEPLAN GERMANY |
| Junior Account Manager | Nina Joster, SERVICEPLAN GERMANY |
| Director Fundings and Partnerships | Ivana Radovanovic, SERVICEPLAN GERMANY |
| Chief Creative Officer | Maximilian Florian Schöngen, MEDIAPLUS GROUP |
| Executive Assistant to the CEO | Precious Armstrong, Herconomy Limited |
| Chief Executive Officer (CEO) | Ifedayo Durosinmi- Etti, Herconomy Limited |
| Finance Officer | Durowaye Kofoworola Omobolaji, Herconomy Limited |
| Finance Manager | Jane Obioha, Herconomy Lmited |
| Director | Fariba Buchheim |
| Director of Photography | Manuel Lübbers |
| Executive Producer | Paul Jax, We Make Them Wonder |
| Executive Producer | Maximilian Valentin, We Make Them Wonder |
| Producer | Daniela Boldt, We Make Them Wonder |
| Production Assistant | Nina Koch, We Make Them Wonder |
| Post-production Supervisor | Maximilian Porsche, We Make Them Wonder |
| Equipment Support | Noah Nitschke, We Make Them Wonder |
| Equipment Support | Linus Oswald, We Make Them Wonder |
| First Assistant Camera | Sebastian Krenn |
| Line Producer | Korbinian Maier |
| Journalist | Ogechi Ekeanyanwu |
| Photographer | Yagazie Emezi |
| Photographer | Nengi Nelson |
| Managing Partner | Ashim Egunjobi, Octerra Capital |
| Creative Coder | Daniel Kuhnlein, Standardabweichung |
| Founder & Creative Director | Talia Cotton, Cotton Design |
| Designer Coder | Chris Kim, Cotton Design |
| Creative Director | Frank Gräfe, Eat, Sleep + Design |
| Motion Designer | Federico Leggio |
| Music & Sound Design | Jürgen Branz |
| Sound Designer & Composer | Christoph Groß |
| Director Creative Media & Awards | Sabrina Duchow, MEDIAPLUS GERMANY |
| Creative Media & Award Manager | Oliver Porwol, MEDIAPLUS GERMANY |
| Digital Media Consultant & Creative Media | Maximilian Zorg, MEDIAPLUS GERMANY |
| Senior Client Consultant & Director Creative Media | Lukas Pachoinig, MEDIAPLUS GERMANY |
| Managing Partner | Alexander Nagel, SERVICEPLAN GERMANY |
| Head of Postproduction | Maggy Fischer, SERVICEPLAN GERMANY |
| Senior VFX Artist | Tony Nitschke, SERVICEPLAN GERMANY |
| Senior VFX Artist | Christoph Struber, SERVICEPLAN GERMANY |
| Post-production | János Kiss |
| Executive Creative Director, Digital Products | Carsten Popp, PLAN.NET GERMANY |
| UX Director | Helen Birke, PLAN.NET GERMANY |
| Senior UX Researcher | Ursula Jäger, PLAN.NET GERMANY |
| Expert Consultant | Dr. Lope Adejuyigbe, The BestFeeding Club |
| Expert Consultant | Titilayo Medunoye, Milky Express |
| PR | Karan Novas, Tulom |
| PR | Felipe Turlão, Tulom |
| Founder | Jane Austin, Persuasion Communications |
| Account Executive | Alissia DeGregory, Persuasion Communications |
| Brand Strategy Director | Anisha Vekaria, Persuasion Communications |
| Head of Creative Strategy | Alexandra Jardine, Persuasion Communicatio |
| Global Head of Creative Operations | Sabine Gwinner, SERVICEPLAN GROUP |
| Senior Creative Operations Manager | Martina Ahrens, SERVICEPLAN GROUP |
| Creative Operations Manager | Susan Horn, SERVICEPLAN GROUP |
| Junior Creative Operations Manager | Alexandra Grimm, SERVICEPLAN GROUP |
| Managing Partner | Carine Haffejee, Curiosity Africa |
| Country Manager | Eniola George, Curiosity Africa |
| Managing Partner | Alexei Pashkov, Curiosity Africa |
| Account Director | Oksana Konoreva, Curiosity Africa |
| Second Assistant Camera | Silverlyne Asugo |
| Editor | Marie Izard |
| Colorist | Adrian Honsberg |
| Score & Sounddesign | Martin Linka, thatsoundsmart |
| Service Producer | Ade Bantu |
| Production Manager | Oyetunji Ibrahim Olamilekan |
| Casting Director | Olasunkanmi Adebayo |
| Casting Associate | Victoria Okogwu |
| Driver | Ogunshola Opeoluwa |
| Set-Design | Bola Belo |
| Set-Design Assistant | Gbolahan Ifeoluwa Jacob |
| Sound Engineer | Prince Onwutuebe |
| Gaffer | Emenike Kingsley |