[vc_row type=\"in_container\" full_screen_row_position=\"middle\" column_margin=\"default\" column_direction=\"default\" column_direction_tablet=\"default\" column_direction_phone=\"default\" scene_position=\"center\" text_color=\"dark\" text_align=\"left\" row_border_radius=\"none\" row_border_radius_applies=\"bg\" overflow=\"visible\" overlay_strength=\"0.3\" gradient_direction=\"left_to_right\" shape_divider_position=\"bottom\" bg_image_animation=\"none\"][vc_column column_padding=\"no-extra-padding\" column_padding_tablet=\"inherit\" column_padding_phone=\"inherit\" column_padding_position=\"all\" column_element_direction_desktop=\"default\" column_element_spacing=\"default\" desktop_text_alignment=\"default\" tablet_text_alignment=\"default\" phone_text_alignment=\"default\" background_color_opacity=\"1\" background_hover_color_opacity=\"1\" column_backdrop_filter=\"none\" column_shadow=\"none\" column_border_radius=\"none\" column_link_target=\"_self\" column_position=\"default\" gradient_direction=\"left_to_right\" overlay_strength=\"0.3\" width=\"1\/1\" tablet_width_inherit=\"default\" animation_type=\"default\" bg_image_animation=\"none\" border_type=\"simple\" column_border_width=\"none\" column_border_style=\"solid\"][vc_column_text]A celebration dedicated to the most important women in our lives and for our lives. In Poland, it's celebrated on May 26, while in the United States, it's the second Sunday in May. Mother's Day presents advertisers with an opportunity for communication activities and creative campaigns. Sometimes they're backed by brands
\n and products, sometimes not. Together with Diana Polska from MyLED, just before Polish Mother's Day, we selected several campaigns that caught our attention. Diana recommends two interactive actions, while I recommend two classic ones. [\/vc_column_text][divider line_type=\"No Line\" custom_height=\"40\"][image_with_animation image_url=\"10700\" image_size=\"full\" animation_type=\"entrance\" animation=\"Fade In\" animation_easing=\"default\" animation_movement_type=\"transform_y\" hover_animation=\"none\" alignment=\"\" border_radius=\"none\" box_shadow=\"none\" image_loading=\"default\" max_width=\"100%\" max_width_mobile=\"default\"][divider line_type=\"No Line\" custom_height=\"40\"][vc_column_text]Mom, postal service and tweets.<\/p>\n
The Postal Office in Great Britain celebrated Mother's Day with an interactive, dynamic Digital Out of Home campaign,
\n which informed viewers about specially prepared delivery methods for our moms and indicated directions to the nearest post office. To increase pedestrian engagement with the campaign, they used tweets from people writing about the upcoming Mother's Day. The messages displayed in the campaign included ideas for original gifts and feelings we have for the most important women in our lives. The spots shown in the campaign also displayed the number of tweets discussing topics related to the upcoming holiday. [\/vc_column_text][divider line_type=\"No Line\" custom_height=\"40\"][image_with_animation image_url=\"10701\" image_size=\"full\" animation_type=\"entrance\" animation=\"Fade In\" animation_easing=\"default\" animation_movement_type=\"transform_y\" hover_animation=\"none\" alignment=\"\" border_radius=\"none\" box_shadow=\"none\" image_loading=\"default\" max_width=\"100%\" max_width_mobile=\"default\"][divider line_type=\"No Line\" custom_height=\"40\"][vc_column_text]Mom, image and technology.<\/p>\n
Another equally original example of a DOOH campaign organized for Mother's Day was created by Proximity London. A huge Mother's Day card was a campaign that, in collaboration with talented artist Lizzie Mary Cullen and combined with cutting-edge technology from Grand Visual, created a unique social action helping millions of women worldwide. In the Westfield London shopping center, a gigantic canvas consisting of many small squares was installed, which users could view and share with their mothers through the website: happiestmothersdaycard.org. As the artist painted, she filled consecutive parts of the canvas, and the more people participated, the larger the project became. The organized action aimed to raise 10 million pounds for mothers and their families living in poverty. At the end of the campaign, the resulting artwork was transformed into a giant Mother's Day Card. Grand Visual provided the creative technological solution that allowed integration of the equipment with the online network. As the number of dedications grew, so did the size of the artwork created in real-time by the artist - ensuring perfectly synchronized elements of the digital world with reality. [\/vc_column_text][divider line_type=\"No Line\" custom_height=\"40\"][vc_column_text]Mom and nostalgic marketing
\nNostalgia has been helping marketing for several years. We all know that \"things were different and better in the past\" and even if objectively it wasn't better at all, there's no defense against nostalgia, or rather against the power of imagination and dreams, because it's their illusory beauty that we remember years later, having clothed it in a nonexistent body. The narrative that things-were-better-before, like any tool, can be dangerous, for example when it turns out that a photo from years ago was used in a terrible context, and like any tool - it's used on various occasions. On Mother's Day, it's easy to oversimplify or become banal. In obvious communications like: \"there's only one mother\" and in matters that are essentially non-advertisable, I understand nostalgia but above it I place a sense of humor and simple truths like the one that a mother knows everything. [\/vc_column_text][divider line_type=\"No Line\" custom_height=\"40\"][image_with_animation image_url=\"10702\" image_size=\"full\" animation_type=\"entrance\" animation=\"Fade In\" animation_easing=\"default\" animation_movement_type=\"transform_y\" hover_animation=\"none\" alignment=\"\" border_radius=\"none\" box_shadow=\"none\" image_loading=\"default\" max_width=\"100%\" max_width_mobile=\"default\"][divider line_type=\"No Line\" custom_height=\"40\"][vc_column_text]Mom? Have you seen my blue striped T-shirt somewhere?? <\/p>\n
The truth is that any item can be considered permanently lost only when even mom can't find it.
\nIs everything on the internet?
\nNo. There are things only mothers know.
\nWhere is my striped shirt? What do you add to that Bolognese sauce, mine never turns out like yours. What you saw in dad I have no idea...
\nWell. But mother knows.
\nA campaign by internet provider Fibertel humbly says: happy Mother's Day to the only person who really knows everything.
\n(Don Agency from Buenos Aires in Argentina, October 2016). [\/vc_column_text][divider line_type=\"No Line\" custom_height=\"40\"][image_with_animation image_url=\"10703\" image_size=\"full\" animation_type=\"entrance\" animation=\"Fade In\" animation_easing=\"default\" animation_movement_type=\"transform_y\" hover_animation=\"none\" alignment=\"\" border_radius=\"none\" box_shadow=\"none\" image_loading=\"default\" max_width=\"100%\" max_width_mobile=\"default\"][divider line_type=\"No Line\" custom_height=\"40\"][vc_column_text]The \"Secret Weapon\" campaign from Nigeria aimed to celebrate Mother's Day primarily with honesty - so that the message wouldn't contain notes that felt false to the local community. And in traditional societies, the mother's role in raising and often disciplining is crucial. When sometimes persuasion wasn't enough, then the Nigerian mother would reach for her secret weapon. Four posters show four handy tools: the \"brain resetter\" which is simply a hand ready to tap a child on the head, a broom, a slipper taken off the foot, and an \"alignment tool\" - a kitchen spatula - which sometimes served as support during necessary corrective episodes. A campaign about mothers and motherhood with a sense of humor and yes, with nostalgia, though without marketing.
\n(SO Agency, Lagos Nigeria, March 2018).[\/vc_column_text][divider line_type=\"No Line\" custom_height=\"40\"][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
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