Mother’s Day inspired many companies to focus their communication showcasing the mother-child bond. In many ways though, the Kinder ad stands out. On the occasion of Mother’s Day, Kinder Chocolate took forward its commitment to cementing mothers’ bond with their children by orchestrating a video that reflects that deep, palpable connection.
The video reveals the power of those little ‘everyday’ moments between mother and child and sheds light on their far-reaching ripple effect. The video reassures mothers that they are doing enough for their children and lets them know that the seemingly ‘routine’ moments are translating into everlasting memories.
Explaining the objective of the campaign Lynn Fattouh, Senior Account Manager, MullenLowe MENA said, “To celebrate mothers and reassure them that they are doing the perfect job no matter how much they might doubt themselves. To build an emotional bond between the brand and the mothers.”
The video begins by showing real-life Arab mothers being asked about their own childhood memories. After they have shared stories of their favorite, most impactful childhood recollections – all of which revolve around little ‘everyday’ moments with their own mothers – the women are asked: ‘What do you think your child’s best memory is?’
The video then captures the hesitancy exhibited by those mothers when trying to answer: from the instant the question is posed, it is clear that these women aren’t aware of just how significant their small gestures of love are for their kids. Then, the tables are turned and the women are shown a video of their own children answering the question: ‘What is your favorite memory with your mother?’
To the delight of the mothers, each of their respective children respond by describing daily habits and activities – from cooking together to building sandcastles by the beach, and dancing together in the living room. The mothers are then brought to tears by their children’s touching words; from there, a happy reunion ensues with the children walking into the interview room to surprise and hug their mothers.
“The main challenge of the campaign was to capture the emotions and reactions of real mothers and children in a raw way. This planning included bringing mothers to a studio on the premise of a casting call. Upon doing this we placed hidden cameras behind a one way mirror in a strategic location while a psychologist asked them questions about modern parenting along with their own childhood experience, the mothers at this point still had no idea they were being filmed, this enabled us to get the most natural and authentic reactions. Upon revealing the hidden camera we showed the mothers a projection of their children speaking about their favorite moments with their mother – these clips had been recorded and edited two days beforehand and careful planning went into keeping this a surprise. This included having a magician at the shoot to keep the children entertained between filming as a way to overshadow the day’s most important event so they would not let any important details slip to their parents. The highlight of the campaign was seeing the meticulous planning successfully executed thanks to the dedicated team behind the project and the wonderful families that took part,” explained Mr Fattouh.
Kinder Chocolate’s emotional video conveys the most important message of all: that, in the eyes of children, little ‘everyday’ moments with their mothers make for the greatest memories.
The campaign is expected to run till August 2016 and is mainly carried out through social media. The campaign is released in GCC, North Africa and Levant region.
Credits:
Creative agency: MullenLowe MENA
Media agency: PHD
Digital agency: MullenLowe MENA and PHD
Executive Creative Director at MullenLowe MENA – Mark Lewis
Copy Writer – Scott Turner
Senior Account Manager – Lynn Fattouh
