CONGRATULATIONS TO ALL THE MIRACLES

TitleCONGRATULATIONS TO ALL THE MIRACLES
BrandPAMPERS
Product / ServicePAMPERS
CategoryB01. Fast Moving Consumer Goods
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Idea Creation BEACON COMMUNICATIONS Tokyo, JAPAN
Production ALBUQUERQUE FILM Tokyo, JAPAN

Credits

Name Company Position
Taketo Igarashi Beacon/Leo Burnett Tokyo Creative Director, Copywriter
Yukichi Shikata Beacon/Leo Burnett Tokyo Senior Art Director
Atsuko Kimura Beacon/Leo Burnett Tokyo Senior Copywriter
Chigusa Ogasawara Beacon/Leo Burnett Tokyo Strategic Planner
Naoko Adachi Beacon/Leo Burnett Tokyo Strategic Planner
Hidetoshi Iwasaki Beacon/Leo Burnett Tokyo Senior Film Producer
Masahiro Masuoka Albuquerque Film Producer
Remon Kawamura Albuquerque Film Production Manager
Miho Matsumoto Beacon/Leo Burnett Tokyo Account Director
Konami Sugiyama Beacon/Leo Burnett Tokyo Account Executive
Futoshi Takashima First Apartment Director
Takashi Sakurai Pict Photographer
Yoshihito Matsuyama Pict Lighting
Sachi Sasaki Cutters Japan Editor

Write a short summary of what happens in the film

It starts with a startling real fact in Japan: "To this day, it is common—even after giving premature birth—that some moms do not hear “Congratulations.” In the interviews with Preemie moms, they talk about their situations during delivery and their guilty feelings for having a premature baby. But as important: the fact that they never heard the word “Congratulations” from their loved ones. In the separate interviews with the dads, they talk about their regrets of not being able to congratulate their wives at their delivery. After that, there is a surprise from Dads to Moms. Picture books prepared by the dads to depict the story of why they and the people around them couldn’t say "Congratulations" and their feelings for their wives. It is then that dads say the words that moms have long wanted to hear the most: "Congratulations.”

Cultural / Context information for the jury

This video was released on World Prematurity Day by Pampers, a brand that supports the happiness of all parents and babies. According to a survey, around 70% of Preemie moms in Japan are not told "Congratulations" right after their delivery. Why? Many dads worry about the life of their baby before congratulating them when they see their surprisingly small baby. Not only that, but it is common that friends and family will only offer words of sympathy rather than congratulations. Yes, preemie moms have been missing the chance to be congratulated. That's why we created another opportunity for dads to preemie moms as a surprise to say "congratulations," something moms have long wanted to hear but haven't.

Links

Video URL   |   Supporting Webpage