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New HSBC UAE Campaign Proves Children Write the Cutest Work Recommendations

J. Walter Thompson MEA, 3 months ago

JWT Dubai's latest campaign helps mums re-enter the business world

New HSBC UAE Campaign Proves Children Write the Cutest Work Recommendations

HSBC UAE and J. Walter Thompson Dubai have launched the ‘I Recommend Mum’ campaign that leverages human insight and UAE country objectives to encourage mothers to return to work after taking a break to handle the most important job of all – being a mum.

Surveys suggest that one out of ten women are nervous about going back to work.

With Dubai Expo 2020 around the corner, the local government has placed a keen emphasis on empowering women in the workforce; providing for professional placement and growth, whilst simultaneously recognising their all-important role as mothers.

With its latest ‘I recommend Mum’ campaign, HSBC fully supports this regional initiative in a video that successfully addresses issues faced by mothers opting to re-enter the business world. The campaign video uses children as spokespeople for mothers who were ‘on a break’ from their careers, and HSBC turns the concept of the recommendation letter on its head with children vouching for their mums, casting a spotlight on all they have achieved during their time away. 

HSBC further cemented its support of mothers re-joining the workforce by hosting three free workshops on resume writing and interview skills, with a resounding response of over 450 applications.

Commenting on the campaign, J. Walter Thompson Dubai’s Executive Creative Director, Marco Bezerra said, "It's a human truth and that's why it was so good. Loved the idea and the emotional strategy behind it. My mum had to give up her career and it was hard for her getting back to work.  The seamless synergy between planning and creatives was key in this successful initiative."



Creative Agency

Creative Agency: JWT Dubai

Planners: Helina Asefa

Creatives: Akhilesh Bagri / Gautum Wadher

Account Management: Nermine Barrada / Rula Hajjar / Nabil Elkourdy / Patrick AbouChahla

Post Production / VFX

Online Artist: Aly Seif Al Nasr

Production Company

Production Company: Space Plum

Producers: Boki Prekovic / Igor Petrovic

Category: Banking , Finance/insurance

Genre: Storytelling