Title | ANMUM MATERNA: WELCOME TO MOTHERHOOD |
Brand | FONTERRA |
Product / Service | ANMUM MATERNA |
Category | B01. Consumer Goods |
Entrant | FONTERRA Singapore, SINGAPORE |
Idea Creation | WUNDERMAN THOMPSON Singapore, SINGAPORE |
Production | ROLLA PRODUCTIONS Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Mateusz Mroszczak | Wunderman Thompson Singapore | Chief Creative Officer |
Kevin Ding Tao Lim | Wunderman Thompson Singapore | Creative Group Head |
Siddharth Joglekar | Wunderman Thompson Singapore | Creative Group Head |
Welcome to Motherhood is a musical, a first in the maternal milk category. The protagonist of the film is Amu, a strong and beautiful to-be mum who is braving the multiple challenges of pregnancy. One night, when her loving husband asks her how she is feeling: she breaks into a song – an honest monologue about the physical and mental challenges of pregnancy. But we soon realize that this honesty was all in her head. In reality, she tells her husband that she is okay. But her husband realizes what she is going through and understands that she needs more than just milk. He brings her a glass of Anmum Materna to take care of at least some of the challenges if not all.
Pregnancy is beautiful. It is rewarding. It is a journey every woman cherishes. But honestly, it is also the most difficult year of a woman’s life – both physically and mentally. In SE Asia, where pregnancy is seen as a boon, discussing, or complaining about the challenges of pregnancy is frowned upon. To give women the confidence to take on the challenges of pregnancy, we first had to start an honest discussion about it. Welcome to Motherhood, the first musical in this category – does exactly that by painting an honest picture of pregnancy.