| Title | MOTHER'S DAY SURPRISE |
| Brand | KELLOGG'S |
| Product / Service | KELLOGG'S |
| Category | B11. Brand Voice & Strategic Storytelling |
| Entrant | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Idea Creation | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Production | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | JWT Singapore | Chief Creative Partner |
| Farrokh Madon | JWT Singapore | Executive Creative Director |
| Liyu Min Zie | JWT Singapore | Creative Director |
| Liyu Min Zie | JWT Singapore | Creative Director |
| Aarti Nichlani | JWT Singapore | Creative Director |
| Aarti Nichlani | JWT Singapore | Creative Director |
| Vishant Tejwani | JWT Singapore | Senior Producer |
| Vishant Tejwani | JWT Singapore | Senior Producer |
| Gaurav Lalwani | JWT Singapore | General Manager |
| Gaurav Lalwani | JWT Singapore | General Manager |
| Malati Afridi | JWT Singapore | Senior Planning Director |
| Heeru Kishnani | JWT Singapore | Business Director |
| Apeksha Joshi | JWT Singapore | Senior Account Manager |
| Heeru Kishnani | JWT Singapore | Business Director |
| Apeksha Joshi | JWT Singapore | Senior Account Manager |
| Gerri Hamill | JWT Singapore | Head of Broadcast |
| Malati Afridi | JWT Singapore | Senior Planning Director |
| Gerri Hamill | JWT Singapore | Head of Broadcast |
| Anna Choi | JWT Singapore | Account Manager |
| Hasheer Aslam | JWT Singapore | Junior Art Director |
| Anna Choi | JWT Singapore | Account Manager |
| Hasheer Aslam | JWT Singapore | Junior Art Director |
| Sally Chua | JWT Singapore | Account Executive |
| Sally Chua | JWT Singapore | Account Executive |
| Kawin Dumrongsak | Bullet Production Co.,Ltd | Film Director |
| Wasana Srivisan | Bullet Production Co.,Ltd | Production House Producer |
| Carat Intraprasit | Bullet Production Co.,Ltd | Production House Producer |
| Thananath Songchaikul | B | Production House Executive Producer |
| Kritsadapol (Boat) Samonukul | Bullet Production Co.,Ltd | Director of Photography |
| Lester Olayer | OMG Editing House | Editor |
| Phong | The Post, Bangkok | Online Artist |
| Tom | The Post, Bangkok | Grading Artist |
There's nothing nicer than a pleasant surprise. And so we surprised 5 mums in an office by helping their children prepare a memorable breakfast (with a little help from Kellogg's and their dads, of course) for them. So each mum and child could spend quality time together over a healthy breakfast. The surprise along with each child promising to do a little extra every morning to have breakfast every day with mum. brought a smile and a tear to every mum's eyes.
We brought together 5 children whose mums worked in the same office to create a surprise breakfast for their mums for Mother's Day. With a bit of help from Kellogg's and of course dads, the children created a memorable Mother's Day surprise for their mums.
This insight led to us creating a memorable experience for 5 mums in an office. And the film was both a tribute to all mums and a reminder that there's no substitute for quality time spent together by a family over a healthy breakfast. In 1 week the film had nearly 1.3 Million views and was shared by top mummy bloggers.
This film starts as a social experiment to see how well kids know their mums. Based on the insight gleaned that mums and children rarely eat breakfast together, Kellogg's planned a genuine surprise for mums in an office. Kellogg's helped the kids set up a healthy breakfast and enabled mums and children to at least have breakfast together for 1 day: Mother's Day. Though Kellogg's is part of the breakfast, there are no product claims or benefits mentioned in the film. The film brings alive Kellogg's commitment to making mornings great in an engaging and emotional way.
In interviewing children to find out more about mums, we learned that mums seldom if ever have time to have breakfast with their kids. They are usually rushing to get the kids breakfast and get them to leave for school on time, before leaving for work themselves. So we thought that the best thing Kellogg's could do for mum's for Mother's Day would be to bring the children and mums together over breakfast.