The Campaign

We secretly embedded sensors to the stuffed animal that girls have cherished since childhood, and made them able to speak. The mother could talk remotely with a cute voice through a voice changer. While bewildered by the stuffed animal that has suddenly taken life, the girls begin a conversation. Eventually, they confide the true feelings that they couldn’t share with their mothers. Hearing the daughters’ anxieties and worries, mothers advise daughters and with the help of the stuffed animal, they are able to reveal their true feelings.

Creative Execution

Launched a web movie via YouTube on 14th March 2016. Achieved more than 2,800,000 views within a month.

* Over 4,200,000 impressions in a month (as of April 2016) * Twice the inquiries to Wacoal Tsubomi School. * 6 times increase of applications to Wacoal Tsubomi School * The survey showed that 87% of the mothers gained realization watching the movie and responded they will pay more attention and talk with their daughters

Our target was the mothers of girls in puberty. Most girls brought up their mothers as their ideal person to talk to. By reliving the feelings that all women had once gone through during their period of adolescence, and the web movie showing the mother-daughter conversation gained the realization of mothers that they need to engage with their daughters more actively.