Mother’s Day campaigns often focus on the maternal love and the sacrifices a mother makes for her children.
But rubber and tyre company Bridgestone Asia Pacific, with the help of its M&C Saatchi Singapore team wants to highlight this from a child's perspective.
The campaign which was launched in Malaysia and Singapore ahead of Mother's Day on 12 May, wants to show that a mother's ability to balance everything and still wear a smile, making her their true hero, not just on Mother's Day but every single day. It also wants to acknowledge the dedication and care a mother invests in her child's safety.
The campaign titled "How far would you go to protect your loved ones?" comprises candid conversations with children who share what a world of difference a mother makes to their lives. The video, which was launched on Facebook, Instagram and YouTube, borrows from the brand's core belief: Safety In Every Moment. On Facebook, the film has raked in over 323,000 views with more than 1800 shares since it was first posted on the platform.
Chris Yang, general manager of consumer sales and marketing at Bridgestone Asia Pacific, said: "A mother is someone who understands and embodies the true meaning of safety, and would go the distance to keep their loved ones safe. This Mother day, Bridgestone wanted to tell ‘everyone’s favorite person in the world’ just how much they mean to the people around them, in particular their children."
To capture true and genuine responses from children as well as their mothers, the theme and intent of the shoot was kept undisclosed. The children were brought to the shoot location by their father or guardian, while the mother arrived separately and watched them from a viewing area.
It is not the first time Bridgestone Tyres has sought to acknowledge the contributions women make towards society. To drive conversations around diversity, parity and building an inclusive society, it has previously launched other initiatives in empowering women.
Executive creative director: Toh Han Ming
Writers: Lim Wei, Elizabeth Goh
Art director: Zaneta Low, Aloysius Ong
Producer: Christina Woo
Account team: Nicholas Leow, Ethan Yeo
Head of digital: Katherine Teo
Content specialist: Michelle Tan, Sarah Rodrigues
Project manager: Melissa Wong
Production: Reel Loco
Director : Shaun Yeo
2nd unit director : Joey Chan
EP : Josephine Pang
Producer : Ong Ye Jie
DOP : Chuck Tham
Offline editor : Matthew Koch & Jane Looh
Colorist : Matthew Koch