Challenge
Danisa aims to embrace Mother's Day as a potential occasion of gifting and maintain brand values as symbol of unspoken gratitude.
Insight & Ideation
THE MEMORIAL BOX
Bonding time between children and moms is always the precious memories in their childhood. Those memories are when moms took them to school for the first time, moms stayed up late to make a princess costume for her girl, moms sang them a lullaby with simple instrument, etc. with little useful stuff that moms keep in a box.
Because of their characteristics of thriftiness and flexibility, Vietnamese moms usually reuse old cookies boxes to contains miscellaneous things, especially sewing stuff, old photos, or things relevant to family’s memory. Their kids are also tricked when they find those stuff inside the box instead of cookies. Time flies, stuff in the boxes is not only normal stuff, but also moms and kids’ bonding stories. Each item inside the box is a piece of memory that recalls moms’ love and care for kids.
Be the most popular box for moms to contain things, Danisa becomes a part of childhood and one of memorial icons. In this campaign, Danisa helps moms, and their kids recall valuable memories through things inside the box. Thereby, grown up children can gratitude their moms for what moms devote to them in their childhood.
Execution Idea
A photo album in miniature style with Vietnamese traditional-formula poems, which recalls children and their moms’ memories. Elements in the photos are miscellaneous stuff that Vietnamese moms usually contain in the Danisa’s boxes, and those elements belong to some memory of children and moms.
By using Vietnamese traditional poem which is alternated between a 6-word sentence and an 8-word sentence, we emphasize moms love and care for kids which is always soft and mild.
Copywriting and Peotry: Nguyen Tran Huyen Trang.
