Don't take the moments you have with your parents for granted, they can be gone sooner than you think. Its something that everyone can relate to. In this "long" feature film showing both the dark and the good sides of life together builds the relationship between older persons and their middle ages children. It reflects on the vulnerability of the life they have together and encourage to embrace the future with a more positive mindset. And that all you have to do to hold on to your mom (parents) is to ask a simple question and then get more information on a web page.

We wanted to throw the consumer straight in to the relationship between a son and his mother. To face and feel the tension in the middle of a heated moment in their lives. But also, an underlying longing for something better. A love they have trouble showing for each other. To tell the story we decided to go long, really long, in a feature looking format. This would emphasize that we had something important to say. And show something that people really can relate to. It takes time to get to know and feel for the characters. Through social media we could use a narrative that would create feelings and understanding that people could relate to and talk about with their peers. The whole campaign was driven through the client’s social media accounts.

The film launched only two weeks before Cannes deadline. As of now it has organically been viewed by almost 10 % of the population in Sweden and it has reached 25% within the target group: men and women 30 - 60 years old.

Total media reach of unique persons so far: 1 531 468.

Maybe its time to call your mother?!