How do you introduce a minivan to the USA when you’re late to the minivan christening party? It helps if the country also happens to be undergoing a mini baby boom. And if there’s a famous celebrity activist who’s concerned that the recent spike in the birth rate is tied to people desiring German engineering in a minivan. You know how celebrity activists can be.

Enter Brooke Shields who is extremely concerned (utterly misguided) and asks that people please, “Have a baby for love, NOT for German engineering.” The integrated campaign featured quick “The More You Know” PSA-style messages and a BabyMaker 3000 web component that let users upload photos to make their own Routan Babies and share the birth announcements.