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.
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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