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
|
Credits
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.