BACKGROUND:
A typical Asian society doesn’t trust a woman to single-handedly raise a child on her own. They believe that doing so increase the chances of the child to develop negative habits as a result from the lack of having a father figure.
For them, a single mother’s efforts simply aren’t enough; but contrary to what society believes, single mothers give double of everything they have and do.
INSIGHT:
Out of the the opinions single mothers face, there’s only one that truly matters to them: their children’s.
CHALLENGE:
Develop brand affinity amongst mothers in Southeast Asia and Olay leading up to Lazada’s Super Brand Day having the Olay Power Duo as the flagship products.
IDEA:
“MESSAGE FROM A DAUGHTER”
An emotional film that showcases how a single mother powers through parenthood – through a child’s eyes.
RESULT:
Over 17 million views in Thailand , 2.2 million views in the Philippines.
@samanthaawrites 