Pandora connects mothers and daughters in new global Mother’s Day campaign via Another, UK
Today, Pandora has launched a profoundly emotional Mother’s Day campaign dedicated to the inimitable bond shared by mothers and daughters around the world via UK agency Another.
A global celebration of women across different cultures, ethnicities and lifestyles, the campaign honours the deep-rooted connections between mothers and their daughters, each one as unique as the individuals that shape them.
Defined by shared experiences and extraordinary qualities passed from one generation to another, a digital film experiment – titled The Unique Thank You – explores whether it is possible to connect mothers and daughters through a single, anonymous yet personal message. A continuation of Pandora’s Unique As We Are journey, the experiment portrays the individuality of each maternal relationship to encourage women everywhere to cherish one another this Mother’s Day.
Says Stephen Fairchild, senior vice president and chief creative officer at Pandora: “The Unique Thank You is our way of giving back. With this film and campaign, we want to give mothers and daughters everywhere the opportunity to reflect on the importance of their roles in each other’s lives. Our ambition is to remind women of that special relationship, and inspire daughters around the world to tell their mothers how much they mean to them, in a uniquely Pandora way, on Mother’s Day.”
During the experiment, each of the eight daughters taking part watched as their mothers took turns to move around a room filled with personalised messages, searching to find their own. In a moving display of love, the experiment revealed that every mother was able to correctly identify her unique message, which was in fact inspired by her own words of wisdom once – or many times – passed on to her grown-up daughter. Upon successfully finding their message, each of the mothers received a ‘unique thank you’ from their daughters.
Says Lily, one of the daughters who features in the film: “It was a very emotional experience. You realise that as individuals we are all unique, yet as women, as mothers and daughters, we share incredibly powerful bonds with one another, which shape who we are today. The Unique Thank You celebrates the most significant of these bonds and just as every daughter’s relationship with their mother is unique, so is their thank you.”
The digital experiment film is supported by a new social app designed for daughters worldwide to send their own bespoke message to their mothers this Mother’s Day. Echoing the experiment in the film, created by Another, each mother receiving a customised digital letter will be asked to identify the message written by her daughter from a line up. Once discovered, a video message from the daughter will play on screen.
Pandora’s Mother’s Day collection and The Unique Thank You digital film experiment has launched globally today (14th April 2016), supported by an international print campaign, TVC, PR, digital, social and in-store activities.