Nutricia, a Groupe Danone-owned baby food brand in the Netherlands, launched Baby Connection, an innovative app in the iTunes store on April 2nd, that aims to unite and engage moms-to-be and dads-to-be in the pregnancy journey. When the parents' smartphones are placed side-by-side, for instance, the "duo-app" acts as one screen but how to get men interested in tracking their baby’s progress too? The brand's marketers came up with the "Instant Pregnancy Experience" for men. Agency: Duval Guillaume, Brussels.