Brief Explanation

As part of brand revolution, OSIM needs to strengthen its brand image as a caring agent. We see a perfect fit of mother’s day celebration with our mission.Recently, the celebration has been overly exploited by advertisers, with a promotion of materialistic fulfillment. With a task of breaking the norm of celebration, OSIM wants to redefine it by bringing the gap closer between parent and kids and allow the love to flourish at home, again. We aim to ease the materialistic behavior among the kids, which has been deeply rooted in our society. We used a true family love story from Foster Family Service as an inspiring source to encourage kids spending more times with their parents, and not just by materialistic fulfillment. The story will tell them the contribution of a mother taking care of a kid who is not her biological child. Ultimately, the mother and her family learned to appreciate each other and realized love has already been existed in her family, without their realization. They have, once again, experienced the love by raising the foster kid, which is our ultimate message - an extra love in family.