Spikes Asia
DENTSU JAYME SYFU, Makati City / UNILEVER / 2016
Overview
Entries
Credits
Background
In the Philippines, a dirty child is often perceived as naughty & careless. And almost instantly, their parents, most especially their mother, are judged to be irresponsible and neglectful.
It’s no wonder moms can't stand dirt – even more so, when it's on their children’s clothes.
Description
Hidden cameras catch the unguarded reactions of mothers to their dirty children. Their disappointment in their kids quickly turns into pride as we reveal the story behind the dirt.
Execution
With the use of 10 hidden cameras, we sought out to capture genuine reactions of 5 caring mothers to their dirt-covered kids. The disappointment was something every mother could relate to. But their anger was short-lived as we soon revealed why their kids had become so dirty. The mothers swelled with tears and pride as their children's goodness overpowered the dirt.
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