2018 Winners & Shortlists

Brief Explanation

We developed a campaign that encouraged Saudi mothers to rethink what makes breakfast complete.Conceptualized as a social experiment, the video features three real Saudi families and shows the responses of mothers and her children when they are questioned separately about breakfast habits in their homes, with an unexpected twist. Whilst the mothers spoke about what was on the table from eggs to milk, the children's response was the absence of their mothers. The mothers watched their children from a screen and the answers caused an emotional and heart felt reaction, highlighting that family time is really the most important ingredient during breakfast. With an emotive video content at the heart of the campaign, the core idea was to leverage the mother-child bond and highlight what kids believe is most important part of breakfast. To remind mothers that it’s not just what’s on the breakfast table that matters but who’s around.