Havas Group Singapore and FrieslandCampina acknowledge how unstoppable mothers are in their own ways
FrieslandCampina working with Havas Group Singapore have launched a campaign on Mother’s Day that highlights the real, and often-unseen side of pregnancy.
The campaign titled “Unstoppable Moms” puts the spotlight on the often internalised and emotional journey of an expecting mother. As the bundle of joy grows within her, so do her anxieties – irrespective of whether it’s her first born or not – as each pregnancy is unique. Besides the obvious, and expected, physical challenges, the emotional challenges that come along with pregnancy are the real tests; from the fear of never hearing a heartbeat again to the mixed joy and agony of not knowing what she’ll learn at every gynae check-up. In short, she does not rest until the baby is born.
To make things even more challenging, most women today are working mothers and may choose to have a child later in life, which makes this journey even more stressful. From having to juggle life, work and impending baby, the newfound strength she finds in herself within those 9 months elevates her into the most powerful role of all – an Unstoppable Mum.
The driving insight behind the campaign takes into account the perception of a woman as a mother only when the child is born. However, that’s not the reality for mums – women feel like mothers the moment they learn they’re pregnant. In that instant, she births a determination to stop at nothing to do her best for the baby and her family.
The campaign is brought to life via a film developed by Havas Creative where six mothers think they’re just getting their pregnancy portraits done, but unexpectedly get to hear their partners’ dedication to them and their pregnancy journeys, acknowledging just how unstoppable these mothers are in their own ways.
Kelly Galesloot, GM FrieslandCampina Singapore said, “We believe everyone’s motherhood journey is unique with their own moments of joy, anxieties and triumphs. Their journey is a testament to their immeasurable strength, energy and willpower.”
“We want to celebrate a mother’s strength and put a spotlight on their unique journey and Havas Group’s execution has brought it to life for us. As we in Friesland Campina celebrate unstoppable mums, we also want to talk about the role that we play in providing nutrition for pregnant and lactating mothers through Frisomum – our maternal milk product,” added Chaitan Rao, Marketing Director, FrieslandCampina Singapore
Valerie Madon, Chairwoman Singapore and Chief Creative Officer SEA said, “Creating meaningful work is what we strive to do and as a working mother of two in Singapore, I know how much we put ourselves through to juggle a successful career and the desire to have a beautiful family. Every mother featured in this campaign is an unstoppable mum in her own way and they got to hear it from the most important other half of their lives.”
Chief Creative Officer: Valerie Madon
Creative Director: Alex Lim
Copywriter: Alex Lim
Account Director: Joseph Chua, Valerie Tan
Planner: Gereld Khoong, Adrianne Pan
Account Manager: Veronica Hong
Project Manager: Jing Fang
Media Director: Puan Chi Heng
Media Senior Manager: Angela Lee, Edmund Teo
Media Executive: Vanessa Hum, Fay Yeo
Producer: April Koh, Julian Tok
Production House: ColorTV Studio
Photography: Geoff Studio