Title	THE UNIQUE THANK YOU
Brand	PANDORA
Product/Service	PANDORA
Category	D01. Social Video
Entrant	ANOTHER Copenhagen, DENMARK
Idea Creation	ANOTHER Copenhagen, DENMARK
Media Placement	BE ON Copenhagen, DENMARK
Production	RSA FILMS London, UNITED KINGDOM
Production 2	FILIPPA BORG VON BüLOW Copenhagen, DENMARK
Additional Company	PANDORA Glostrup, DENMARK

Name	Company	Position
Casper Willer	Another	ECD
Thorkild Bjerre	Another	ECD
Sara Emilie Spon	Another	Designer
Miriam Plon Sauer	Another	Strategic Director
Katrine Riis Andersen	Another	Client Director
Charlotte Riis-Cordsen	Another	Client Manager
Filippa Borg Von Bülow	Another	Producer
Daniel Kragh-Jacobsen	Newland/RSA	Director
Bianca Nesgaard	Pandora	Global Director of Activation

The Campaign

With a film experiment - titled The Unique Thank You – we gave daughters a chance to reflect on that unique bond and write down a personal thank you message to their mom. Then we captured the moment when the mothers singled out the message written by their daughters in a gallery space filled with anonymous messages. Following the film experiment daughters around the world tagged their mothers in the commentaries to the film as an easy way of showing their love and appreciation making Pandora the igniter of conversations between mothers and daughters for Mother's Day.

Creative Execution

We decided to dramatize the unique bond between mothers and daughters through a filmed experiment. 8 daughters were asked to write a unique message to their mom. The messages were put on display in a gallery setting and the 8 mothers were now brought in one by one to single out the message written for them while their daughters watched back stage. The filmed experiment was launched on PANDORA’s Facebook page as well as Youtube channel, and encouraged the existing tagging- and sharing-behaviour of the social channels. Besides the main film, the campaign consisted of a behind the scenes film and portraits of the stories behind the unique messages. On Pandora’s website we then invited daughters around the world to relive the experiment and test their own unique bond with their mom. The daughters could write their own thank you message and see if their mom could identify it.

So far the film has resulted in: • + 4.2 million views • + 1.2 million nteractions on Facebook • + 30 million media impressions But most important PANDORA inspired conversations around the world about the unique bond between mothers and daughters. And stole the spotlight for Mother’s Day.

Since the target group is very broad and both culturally and demographically diverse we needed to build on a universal insight in women. One thing that is essentially universal is the relationship between mothers and daughters. All mothers and daughters share a common bond. Yet there is something in each and every bond, that is unique. We wanted to remind women across the world of the uniqueness that is passed on from mother to daughter, and to engage them in a conversation about it. This made social platforms the ideal starting point. By choosing a highly emotional territory such as the unique bond between mother and daughter we wanted to add an emotional value to the new brand platform, ‘Unique As We Are’, and to make the celebration of uniqueness about more than unique looks and traits but rather an exploration of what makes a woman unique.