(01)
BACKGROUND
67% of women feel less confident as they age. March 8th, celebrating both Women’s Day and Mother’s Day in Bulgaria, was the perfect moment to challenge this perception.
(02)
APPROACH & IDEA
We invited five mothers of grown-up daughters to remind them just how much they deserve to love and appreciate themselves—just as their daughters do, cherishing the very traits they’ve inherited from them. Real people, real emotions. This was the driving force behind the series of videos we created.
(03)
EFFECT
The videos went viral on social media with more than 800 000 views, striking a chord with viewers everywhere, and leaving a lasting impression. Genuine human emotions led to authentic reactions, creating a powerful connection between the mothers, their daughters, and the people who were touched by the campaign.