I was involved in the creative process for Saatchi & Saatchi Singapore’s Ariel Mother’s Day project.

Brief: Working mums feel guilty for not being a 24/7 mum. The challenge for this Mother’s Day, Ariel wants to help working mums rise above their guilt and ensure that no mother feels less of a mum for pursing a career.

Concept: Mum uses notes to show her love to her son.

Ariel Vietnam:

Ariel Philippines: