Cannes Lions

MOM'S ANGRY MUSIC

DENTSU, Tokyo / FROEBL-KAN CO. / 2016

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Overview

Description

Between the stressful environment, and the dedication in wanting to bring their child up right, mothers often scold their children excessively, then feel remorse and regret over their actions. We recorded the voices of mothers’ scolding their children, transformed it into a lighthearted song, and delivered it to families. The idea was to transform the negative feeling of an angry voice, into a positive feeling for both the mother and the child by creating a fun song that both the mother and child can enjoy together.

Execution

We first gathered mothers and children together, filmed them secretly with hidden cameras, and recorded the mothers’ actual voices scolding their children. We then sampled the voices and transformed them into a song that everyone knows. A few days later, we had the mothers and children come to a screening. The screening featured a fun song that children happily danced to. The unsuspecting mothers were first surprised to know that the song was made up of their scolding voices. Then, a bit embarrassed, but all turned to smiles. We gave away the music along with a music video as a present to the mothers and children.

Outcome

Through music, the mothers were able to laugh off and affirm their scolding. Also, at the screening event, many of the mothers were able to share their experiences and feelings with other mothers and know in their hearts that they are not alone. This wasn’t a project that presented an ideal way of raising a child, but a project that used the transformation of anger and frustration into music as an approach to affirm the loneliness and the frustration that mothers feel everyday. This unusual approach became a topic of conversation, and Froebel-kan was able to show their passion in supporting the healthy upbringing of children to parents and people in the education community.

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