If you wrote your mother a message - would she be able to find it?
Pandora has launched a digital film experiment, titled ‘The Unique Thank You’, revealing whether it is possible to connect mothers and daughters through an anonymous yet personal message.
A continuation of Pandora’s Unique As We Are journey, the experiment portrays the individuality of each maternal relationship to encourage women to cherish one another this Mother’s Day.
Pandora chief creative officer Stephen Fairchild says: “The Unique Thank You is our way of giving back. With this film and campaign, we want to give mothers and daughters everywhere the opportunity to reflect on the importance of their roles in each other’s lives.”
The film is supported by a new social app designed for daughters worldwide to send their own bespoke message to their mothers this Mother’s Day. Echoing the experiment in the film, created by Another, each mother receiving a customised digital letter will be asked to identify the message written by her daughter from a line up. Once discovered, a video message from the daughter will play on screen.
Pandora's Mother’s Day collection and The Unique Thank You spot is supported by an international print campaign, TVC, PR, digital, social and in-store activities.
Last year a similar video from Pandora went viral, named as one of AdNews' most shared ads of the year.