Sonae Sierra Brasil stimulates stereotype breakdown in Mother’s Day campaign

With the motto “Mother’s Life” campaign films that invite the family to rethink the role of the mother

Breaking stereotypes like “mother knows best” and “super mommy” is the goal of Mother’s Day campaign of Sonae Sierra Brasil, one of the largest shopping mall companies in Brazil. With the motto “Mother’s Life” the campaign which runs from May 2nd to 13th stimulates reflection on the role of motherhood and its creative concept is done through embroidery – a rescue of the old practice among women which appears as a message to be deconstructed.

Signed by Edelman, the campaign makes use of “Craftivismo”, a way of expressing opinions through creativity. The instrument used for personal artistic expression represents issues such as women’s rights, society and love.

“This year Mother’s Day campaign reinforces the initiatives of Sonae Sierra Brasil to stimulate another way to look at the roles within families and to break the stereotypes that are created about the mother figure”, says Laureane Cavalcanti, Marketing and Communication director of Sonae Sierra Brasil.

The 30″ and 60″ films take families to a shed and invite everyone to overflow with cliché phrases about motherhood. In the end the characters unite to promote this change and generate a reflection about the mothers being what they want. The films will be broadcasted on the main open TV – Globo, Band, SBT and Record – and pay TV – on Globosat channels in São Paulo.

“The campaign promotes dialogue and rethink the tasks that are assigned to mothers within the family context”, says Gabriel Araújo, Creation and Digital VP of Edelman. “The choice of embroidery used as background to tell the story comes to reinforce the freedom of mothers to be who they want,” adds the executive.

In addition to the films, the malls of Sonae Sierra Brasil promote throughout the month actions with embroidery panels, where it is possible to interact and write the mother’s name, leave messages of love and register the public declaration in photos. The media campaign is totally focused on full service – includes open and pay TV, radio spots, print media and online strategy on Facebook and Instagram.

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