Title	EASTENDERS MOTHERS DAY
Brand	BBC ONE
Product/Service	EASTENDERS
Category	A02. TV & Broadcast: Fiction & Non-Fiction
Entrant	BBC London, UNITED KINGDOM
Idea Creation	BBC CREATIVE LONDON, UNITED KINGDOM

Name	Company	Position
Olly Hartnett	BBC Creative	Creative Head
Mina Patel	BBC Creative	Creative Head
Sarah Wadey	BBC Creative	Producer
Matt Rhodes	BBC Creative	Creative
Matt Rhodes	BBC Creative	Creative
Matt Rhodes	BBC Creative	Creative

The Campaign

The idea was based around the creative thought that this would be the Mother’s Day to End all Mothers Days.

Creative Execution

We wanted to create something that would visually illustrate the powerful end line. We divided the film in to two halves. Beginning with a suspiciously saccharine opening family gathering, all lovey dovey with with happy families and smiles. This moment quickly dissolved into mayhem as the lights flickered and the mood changed to imply that this was no ordinary Mothers day celebration.

The final film was a striking, powerful and contemporary piece that created excitement amongst the fans and also earned it that accolade of PICK OF THE WEEK in Campaign magazine.

Eastenders is one of the most popular continuing dramas in the UK and the audience love to be drawn into the BIG story lines. Our Trail capitalised on their hunger for this and delivered an intruiging teaser for the upcoming event.

BBC ONE has a remit to maintain reach amongst underserved audiences, especially amongst Youth and Black and Ethnic Minorities. This storyline appealed to both and elevating this moment as a super glossy TV spot , with touch points across a bigger multi-media campaign helped to re-enforce the channel’s commitment to achieving these goals.