MOTHER'S DAY

ClientUNICEF
Category A13. Not-for-profit / Charity / Government
TitleMOTHER'S DAY
Product/ServiceCHILDREN'S CHARITY
Entrant TBWA\STOCKHOLM, SWEDEN
Idea Creation TBWA\STOCKHOLM, SWEDEN
Production BRF FILMS Stockholm, SWEDEN
Credits
Name Company Position
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.