#Her_love_is_unimaginable
SCOPE OF WORK
- Design
- Copy
- Audio/Video
INDUSTRY
- Telecommunications
- Technology
YEAR
2023
About
In order to connect with today's social media savvy generation, we wanted to use a device that would resonate with our audience. It's common behaviour amongst mothers in Saudi Arabia to send voice notes on whatsapp instead of typing.
Because mothers tend to be very busy and preoccupied with providing for their families, they find it easier to send a voice note instead of a text. It is definitely a quicker way to communicate.
Challenges
On the occasion of Mother's Day, the brand wanted to reinforce its relevance to the Saudi audience.
Final thoughts
As an ode to mothers on Mother's Day, we collected hundreds of real voice notes from all over Saudi Arabia of mothers to their daughters or sons. Then, we created a moving film without any visual but different expressions of love - care, prayer, fear, sadness and anger.
We wanted to show that one doesn't need to see a mother in order to feel her love or concern towards her children. The message at the end-"You don't need to see her to feel her love." completed our thought that a mother's voice alone is enough to spark emotion.
