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The Baby Company was a Leeds-based business with a small budget. But that doesn't mean they couldn't have a big idea. The secret, as always, was to work with what you've got. Here, I played with the simple thought that everything they do is for babies. Including their advertising. These ads went on to win a few awards. One of them was for copywriting. Typical. I finally win an award for copywriting and it's for baby talk.