The exhaustion that motherhood brings to women also causes a feeling of loneliness because they have no one to share the weight of the tasks with. Everyone who could help ends up leaving them aside. The brand's goal on Mother's Day was to bring to the conversation a theme that not only exposed the reality of many mothers but also served as a wake-up call for society in general. Because, as the famous African proverb says: it takes a whole village to raise a child.

The reality of many mothers needed to be exposed, with a narrative that showed the brand's empathy and a gentle tone of voice. The final message, this call, needed to be firm and forceful.

To portray the feeling of maternal loneliness, we established a metaphor of a mother on an isolated island. We needed a location that resembled this place, where only this woman and her baby were present. To achieve this, we filmed on a remote beach on the coast of Rio de Janeiro. There, we had all the art direction objects we see in the movie: armchair, crib, window, toys. Everything was taken to the beach and shot there. The choice for these objects was made to bring a more surrealistic mood to the film and create a clear connection with maternity. In post-production, we only erased details of the set and resources to suspend the objects, and also added the SOS written on the sand.

+8,5MM Reach

Brand health at 96%

+28% organic views

Less than 1% of negative comments

The campaign was widely shared organically on social media, becoming a topic among influencers and mothers from different parts of Brazil. With 99% positive comments, mothers talked about how represented they felt, while society in general began to rethink the role of support networks. The brand also offered an online course to help explain what people can do to become a support network for mothers around them.