Award: CAMPAIGN AWARDS \ C12. Cause-Related - Public Awareness

Mother’s Day is one of the more important shopping festivals in China as Chinese have become accustomed to expressing gratitude to their mothers through gifts. Instead of the traditional promotion offer, Chando chose to inspire Chinese women with the real meaning behind Mother’s Day. Chando wanted every woman to believe that she was born beautiful. The strategy was to leverage Mother’s Day, a day to express gratitude towards all mothers, to inspire young Chinese women to appreciate the unique features they were born with. The creative idea of the campaign was to leverage ‘plastic surgery lines’ embedded with a love letter from a mother to her daughter. This campaign won 2 billion exposure and over 1.4 million engagement. The sales of Chando e-commerce exceeded the agreed target by 118% during Chinese Mother’s Day period.