MOTHER'S LOVE

TitleMOTHER'S LOVE
ClientASSOCIATION FOR BREAST FEEDING ADVOCACY SINGAPORE
Product / ServiceBABY FRIENDLY HEALTH ORGANISATION SINGAPORE
CategoryA16. Public Service, Charity & Fund Raising
EntrantJWT SINGAPORE, SINGAPORE
Entrant Company JWT SINGAPORE, SINGAPORE
Advertising Agency JWT SINGAPORE, SINGAPORE
Production Company BERT LIGHTING HOUSE Singapore, SINGAPORE

Brief Explanation

In the age-old battle of breast milk vs. infant formula for a new born, Singaporean mothers lean towards infant formula. This is partly because given their hectic lifestyles and eating habits, they feel that their milk might not have all the nutrients their baby requires (which is false). But largely, it is due to the lobbying that formula companies partake in. A tin of milk formula is usually part of the ‘welcome kit' given to mothers in private hospitals when they come for delivery. In fact, when a baby is born in a hospital, the nurse takes it away so the mother can rest, and often its first meal is from a tin of formula. A new mother is vulnerable, and largely depends on her support system (doctors, family members, friends) for advice. But often, most of this advise is in favour of infant formula. This commercial is an attempt to fight the battle on an emotional front; because facts are disputable, emotions are not.

Credits

Name Position
Valerie Cheng Chief Creative Officer
Parixit Bhattacharya Creative Director
Kaushik Iyer/Parixit Bhattacharya Copywriter
Diana Tang/Alan Leong Art Director
Deborah Chia Agency Producer
Hema Michell/Hinoti Joshi Account Supervisor
Bert Tan Producer
Bertrand Lee Director
Jamie Marcelo Editor
Fuse Adventures In Audio Pte Ltd Sound Design/Arrangement
J Walter Thompson Singapore Pte Ltd/Chameleon Post Production
Lee Chang Hui Cameraman
Lee Chang Hui Lighting
Lee Chang Hui Cinematographer
Lee Chang Hui Director Of Photography
J Walter Thompson Singapore Pte Ltd/Chameleon Editing Company
Media Agency: Phd Singapore Other Credits