Title	EDEKA MOTHER´S DAY
Brand	EDEKA
Product/Service	EDEKA
Category	G04. Social Behaviour & Cultural Insight
Entrant	JUNG VON MATT Hamburg, GERMANY
Idea Creation	JUNG VON MATT Hamburg, GERMANY
Production	TEMPOMEDIA Hamburg, GERMANY

Name	Company	Position
Jens Pfau	Jung von Matt	Executive Creative Director
Peter Ströh	Jung von Matt	Managing Director
Sebastian Schnell	Jung von Matt	Creative Director
Anna Lichnog	Jung von Matt	Creative Director
Christiane Köppl	Jung von Matt	Copywriter
André Tiedemann	Jung von Matt	Senior Project Manager
Justin Mundhenke	Tempomedia	Executive Producer
Birgit Damen	Tempomedia	Producer
Alex Feil	Tempomedia	Director
Steven Anis	Tempomedia	DOP Lighting Cameraman
Karin Betzler	Tempomedia	Production Designer
Rusandra Busneag	Tempomedia	Costume Designer
Tinu Bazga	Tempomedia	1st AD
Lidia Ivano	Tempomedia	Hair & Make Up
Dana Vlad	Tempomedia	Hair & Make Up
Iain Whitewrite	SLGH Hamburg	Editor
Phil Kay	Woodworks	Composer

Write a short summary of what happens in the film

This movie illustrates the flaws of father’s: being a little clumsy with messy hair, messing up the kitchen due to parental fatigue or the lack of timing and protecting the privacy of a pubertal teenager. Our twist: with this film we thanked mom’s for not being like dad’s. Of course, with a twinkle in the eye and a good sense of irony.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

There is no other date that emphasizes gender stereotypes more than Mother’s Day. Reinforcing the picture of self-sacrificing, stay-at-home moms annually. Therefor it was the perfect timing to put those stereotypes up for discussion. Especially since in Germany the counterpart Father’s Day celebrates clichéd manhood more than fatherhood. To show that those perceptions are failing or families short we produced a film that pushed the clichés to the limit and therefor was meant to incite uproar. The plan worked: people discussed the topic passionately. So we were able to reveal our hidden cause with a second film for Father’s Day. Now the previously outraged parents understood and thanked EDEKA for an openminded perspective.