From one mother to another

The concept involves portraying mothers at different stages of motherhood as they navigate the challenges that come with raising children. Each mother will be shown struggling to soothe a crying baby, change a diaper, choose the right car seat, pick out an outfit for their newborn, and more. Throughout the process, they will seek guidance, support, and answers from their own mothers via phone calls. The solutions to their problems will be found in the Mothercare product packages they receive and the items they purchase from the brand. Mothercare itself will offer these solutions.

The Brief
Raise awareness for Mothercare’s 40th Anniversary with the objective to reinstate the brand's presence in the region for mothers aged 25 to 45.

The Insight
First-time mothers always seek out advice and support from other experienced mothers to help them succeed in their journey.

The Strategy
Produce and create a hero film that showcases the tension points all new mothers face, and highlights how Mothercare has a solution for every question and helps guide them with their expertise and experience.