Saatchi & Saatchi Asks 'What Makes Your Mum Beautiful'?

Mother’s Day was celebrated in China and North America on Sunday 11th May, so Olay decided to come up with a way of making Mothers feel loved on this special day.  The #BestBeautiful campaign recognises that a Mother’s Day message means the most when it comes from your child.

The way that we compliment our Mothers changes as we age: as grown-up children we'll often pay tribute to their kindness and generosity, but we never really focus on their beauty - we leave this for someone else.  So we decided to ask children around the world what makes their Mother beautiful, because sometimes it can take the wisdom of a child to remind us that we should start telling her again.

“We wanted to capture children speaking truthfully about their Mums, and did this by asking our little actors many questions - What does your Mum look like in the morning? When does your Mum look her prettiest?  What do you love most about your mum? And we left the camera rolling.  It was totally unscripted, and this meant we got a lot of honest, sweet and charming reactions from children.” Antonia Green, Senior Art Director.

Credits

Senior Copywriter: Antonia Green

Senior Art Director: Marion Cohen

Creative Director: Shelley Dobson

Executive Creative Director: Robyn Dutra