FEEL #MOMAZING EVERY DAY

Short List
TitleFEEL #MOMAZING EVERY DAY
BrandGSK
Product / ServiceSCOTT'S COD LIVER OIL EMULSIONS
CategoryA04. Nutraceuticals
EntrantGREY GROUP Singapore, SINGAPORE
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE
Media Agency MINDSHARE ASIA PACIFIC Singapore, SINGAPORE
Production Company THE SWEET SHOP Bangkok, THAILAND
Production Company 2 CUTTERS Tokyo, JAPAN
Production Company 3 YESSIAN Detroit, USA

Credits

Name Company Position
Charles Leslie GSK Global Head VMS
Francisco Ruiz GSK NPD Director VMS
Till Hohmann Grey Group APAC Executive Creative Director
Antonio Bonifacio Grey Group Singapore Creative Director
Andrew Siebert/Darren Leong/Luis Fabra/James Li Grey Group Singapore Creative Team
Brendan Cravitz Grey Group Singapore Executive Producer
Mimi Nicklin/Lynn Chow/Penelope Wetherill/Celestine Queck Grey Group Singapore Account Supervision
Kathi Prosser The Sweet Shop, Bangkok Director
Aron Leong The Sweet Shop, Bangkok DOP Lighting Cameraman
Claire Davidson The Sweet Shop, Bangkok Executive Producer
Daniel Ho/Aoo Suthipaet/War Waruttamangkoon The Sweet Shop, Bangkok Production Team
Christian Almiron/Jeff Fiorello/Brian Yessian/Philippe LeSaux/Scott Gatteno Yessian Music, Detroit Composition, Mixing, Music & Sound Design
Ryan McGuire/Aika Miyake/Eric Maurer/Yusaku Yasuda Cutters Inc., Tokyo Editing & Post Production
Prethi Kumar Mindshare (Media) Global Lead Team GSK
Maddy Rao/Estee Tang/Wendy Choo Mindshare (Media) Media Team
Judd Labarthe/Daria Gouskova Grey Group Singapore Planning Team
Ajoy Titus GSK Global Brand Director & Southeast Asia Lead

English Translation of Main Headlines

In carefully staged, beautifully captured, and moving observations this film shows three mothers doing all the things they do all day, every day for their children - playing, teaching, helping. One mother’s captivating narrative points out: mothers do it all without ever asking for a reward or payment. They do it, because they hope it will work out. And unexpectedly, out of the blue, it does happen: the first song or the first letters or first words read alone by their child. That’s when every mother feels a complex mix of rewarding emotions – emotions that lacked a word. We introduce one: the #MOMAZING feeling. It’s when a mother knows the development of her child is on track. The long-form online video links it all to the Scott’s brand. It was used as emotional and conceptual centrepiece of the integrated campaign for Scott’s cod liver oil based, DHA-rich emulsions in Southeast Asia.