This year, Danone Maroc celebrated 50 years of brand presence in Morocco. We branded it as 50 years of Motherhood. And we launched with this intimate film that is a tribute or homage to Moroccan mothers and motherhood in general. Celebrating the challenges, sacrifice, dedication and utter joyfulness that is being a mother.
Execution
TV Advertising dairy and yogurt in Morocco is generally very pedestrian and uninspired. The category is still stuck in the glossy sleek TVC look of the 80s and 90s. Usually featuring ads with model-like mother’s looking overly superficial. So with this one, we wanted the polar opposite of glossy. Instead we opted for hyper real and as natural as possible. With the casting, the locations, the wardrobe, the lighting. Giving the piece a European independent foreign film look, rather than a Moroccan yogurt ad.