Ceelin’s Mother’s Day Stunt

Pharma brand Ceelin Mother’s Day stunt in the Philippines, developed by Havas Media Ortega, has become a huge hit with mothers in the country. 

The stunt involved getting five people from different background to share stories of the contribution and sacrifices made by their mother. These stories were then edited into a trailer and shown at a movie screening on 11th May, a day before the Mothers Day, where these mothers were invited along with the regular audience.

 

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Ceelin is a children vitamin brand of pharmaceutical giant Unilab. Last year, Ceelin paid tribute to mothers during Mother's Day by featuring the stories of different individuals and how their mother protected them. 

This year, in line with the brand's proposition of "Pamana" ("Inheritance" / "What I got from my mom"), the brand wanted to showcase the different values that people got from the contributions and sacrifices of their mothers that made them who they are. The idea of the stunt was anchored on the insight that mothers will always walk an extra mile to give the best to their children. And that these kids eventually become something because of what their mothers did.  For this Mother's Day, Ceelin gave these kids the opportunity to thank their moms in a big way. To surprise their moms by sharing that they know all these sacrifices that their mother has done and that they are grateful for it. 

The five selected young people were asked to invite their mothers to watch a movie to celebrate Mother's Day. Before the scheduled screening, cameras and sound lapels were hidden and positioned to capture the reactions of the moms as they react to the video. Other guests were invited as well to fill up the cinema, making it a regular movie screening. 

As the talents and their families arrived, they were led to their seats by ushers to ensure that they sat on the particular seats where the cameras and sound recorders were positioned. The movie screening started with normal movie trailers followed by the Ceelin trailer . After the trailer, the moms were surprised once again with flowers from their kids, followed by a short interview. Shots and video from this was then made into a video that served as the Ceelin Mother's Day Video.

 

Compared to most Mother's Day videos where everything is staged and shot in a location, what made this different is the surprise element incorporated to really give tribute to mothers. This also gave the brand an opportunity to collaborate with young people and provide them with an opportunity to make a grand gesture for their moms. This is one stunt where all the audience shed a tear.

The video of the stunt garnered more than 3000 views within 24 hours from the time it was released. More than the video views, the stunt also brought positive reactions and sentiments from mothers.

Credits:

Eduardo Mapa Jr - Managing Partner
Bambie Paguia - Group Director
Kaye Enriquez - Group Director
Mela Garcia - Account Executive

Tony Sarmiento - Managing Partner
Paulo Famularcano - Creative Director
Nate Legaspi - Senior Art Director
PJ de Jesus - Senior Copywriter
JM Villaflor - Art Director
Stephanie de Castro - Copywriter
Claudine Rodriguez - Art Director

Carla Mendoza - Social Media Director
Katrin Cruz - Social Media Associate