Mums & Maids

TWC2 wanted to call attention to the plight of these domestic workers who toil endlessly with no breaks. The target audience was parents who employ domestic workers in Singapore. So we showed how parents lose out on their relationship with their children by always requiring their domestic worker to be around. The day off was re-positioned as an opportunity to enhance family bonding, giving employers a direct personal incentive to change their behaviour. The film proved that 74% of domestic workers know the children of the family more than the mothers themselves. #igiveadayoff

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Awards
Bronze, Online Short Form Videos, One Show 2016 
Bronze, Direct Digital, One Show 2016 
Merit, Interactive Advertising, One Show 2016 
Merit, Online Films & Video, One Show 2016
Graphite Pencil, Digital Marketing: Social Video, D&AD 2016
Graphite Pencil, PR: Social Responsibility, D&AD 2016
Wood Pencil, PR: Use of Digital & Social Media, D&AD 2016
Wood Pencil, Film Advertising: Public Service Commercials, D&AD 2016
Wood Pencil, Film Advertising: Cinema Commercials, D&AD 2016
People's Voice Winner, Online Film & Video: Unscripted,The Webby Awards 2016
Silver, Promo & Activation, Cannes Lions 2015 

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Credits
Director: Jason Joseph
Executive Producer: James Brook-Patridge
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Nicolas Courant
Senior Copywriter: Fabio Montero
Senior Art Director: Kairong Ku
Art Directors: John-John Skoog, Marcos Gemal
Managing Directors: Rika Sharma, Shirley Tay
Account Manager: Cheryl Lim
Planner: Rafik Belmesk
PR Managers: Sarah Guldin, Sophie Wordley