Title | MOTHER'S DAY |
Brand | UNICEF |
Product/Service | CHILDREN'S CHARITY |
Category |
A13. Not-for-profit / Charity / Government |
Entrant
|
TBWA\STOCKHOLM, SWEDEN
|
Idea Creation
|
TBWA\STOCKHOLM, SWEDEN
|
Production
|
BRF FILMS Stockholm, SWEDEN
|
Credits
Kalle Håkanson |
TBWA Stockholm |
Copywriter |
Alexander Fredlund |
TBWA Stockholm |
Art Director |
Fanny von Pongracz |
TBWA Stockholm |
Designer |
Kalle Widgren |
TBWA Stockholm |
Creative Director |
Per Olholt |
TBWA Stockholm |
Account Director |
Pernille Nylen Janze |
TBWA Stockholm |
Account Manager |
Jesper Hiro |
BRF Films |
Director |
Rikard Åström |
BRF Films |
Executive Producer |
Write a short summary of what happens in the film
We see a chain reaction of babies crying all over the world. Suddenly, the chain ends and all goes quiet - because everyday 7000 babies die.
Cultural/Context information for the jury
The phenomena the ad is built around is called social referencing in psychology. It's the fact that babies start to cry when they hear other babies crying as a very early sign of human empathy.