Activating mothers and daughters for Mother’s Day

Mothers Day is the biggest jewellery occasion of the year, and our brief was to make PANDORA part of the conversation between mothers and daughters worldwide.

Tapping into the fact that mothers and daughters share a unique bond. We set up a film experiment testing if mothers could single out an anonymous thank you note written by their daughters. The campaign was a global celebration of the unique bond shared by mothers and daughters, who tagged each other in the film creating more than 1,5 mio. Actions on Facebook, and international press across Europe, America and Australia.

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