What are the mothers looking for? That their children be independent, have a good education, more time and proximity to them, a better world. On this Mother’s Day, Itaú Unibanco invites women who have children to go beyond these desires and reflect on their individual searches, looking at themselves and responding beyond the parental role. Created by the Africa agency, the campaign was launched last Saturday (4) on open TV.
Emotionally and within the creative concept “What are you looking for?” – present in the bank’s communications since the beginning of 2019 – the film compiles real testimonies from women – who did not know what the campaign’s theme would be and were surprised during the recordings.
Initially, they are asked what they seek as mothers. Then, to inspire them to be protagonists of their own story, they are reminded that this role is only a part of their lives. With this, they begin to answer what they seek individually, regardless of their children. The transition is marked by the change in the search box on the screen – which now contains the name of each of the mothers who gives their testimony.
Despite having different life stories, all women had one thing in common: they stopped looking at themselves because of their children. Without knowing what kind of question they would answer by the time they were asked, the answers have a very emotional and real tone, captured by the campaign.
Between answers like “I have no idea” and “I’d like to be dancing with friends”, Itaú invites all mothers to take care of one more very special person: themselves.
“We have been building a new identity in our communications since the beginning of the year, and we understand that it is also valid at special times, like Mother’s Day. Itaú has always sought to thrill and inspire people in its campaigns, and we want to increasingly understand their yearnings and desires. In our honor, there is nothing more natural than to reflect on the search for mothers in a broader way: not only for their children, but also as women,” says Eduardo Tracanella, Head of Institutional Marketing at Itaú Unibanco.
“Motherhood is as exalted as the great role of the woman that often she can annul all other angles of female existence. It was very revealing to ask mothers what they want for themselves, and not their children, and to see that not all of them have a ready-made answer in their heads. Looking inside is always harder”, comments Sophie Schonburg, ECD of the Africa agency.
Check out the movie: