Facebook captures real-life quarantine births to promote its parent support hub
Company teamed with Droga5 and Martin de Thurah on film also featuring a woman born during 1918 influenza pandemic
Editor's Pick
Just ahead of Mother’s Day, Facebook highlights hope in a new spot centered on expectant moms and babies born during pandemics—including this one.
The company's film created in partnership with Droga5 captures scenes of births from yesteryear and present day, with narration from Anita Sampson, a 100-year-old woman who was born during the influenza pandemic of 1918.
“I was born during a quarantine,” she says. “I don’t remember it of course, but from my mother it was a very difficult time. She told me it was just you and me for many months. But she wasn’t alone. Everybody tried to do what they could to help. But she was also a very strong person. And then it was over. We came out into a new world, my mother and me. We can get through this. We all have the strength to do it. I’m 100 years old, and you just take care of that little miracle.”
Throughout, the spot features archival photos of babies born during the 1918 crisis, social posts and scenes of women who gave birth over the last few weeks as well as footage of expectant moms in the throes of labor.
Those featured in the spot include Denmark-based fashion and design professional Mona Omar, who is expecting a son, and Emma Sophie Næsby Petersen, who recently had a baby girl.
To capture the film’s original footage, Droga5 worked with director Martin de Thurah and his directing partner Judith Lansade. The pair worked remotely with mothers and their partners to capture scenes from homes and hospitals.
“A million new mothers have given birth during the pandemic, and often alone, without their partners or families alongside them,” said Droga5 Global CEO Sarah Thompson in a statement. “As a mother myself, I can't imagine how these women felt. This Mothers’ Day, Facebook wanted to stand in solidarity with all new moms.”
The new film introduces Facebook’s new Parent Support Hub, which aims to connect parents to key resources to help them navigate through coronavirus and beyond.
It follows Facebook’s previous coronavirus ad from Droga5, a poetic film highlighting the brand’s Community Help platform.
Credits
- Date
- May 08, 2020
- Client :
- Agency :
- Droga5-New York
- Director :
- Martin de Thurah
- Creative Chairman :
- David Droga
- Global Chief Creative Officer :
- Neil Heymann
- Co-Chief Creative Officer :
- Felix Richter
- Co-Chief Creative Officer :
- Tim Gordon
- Global Head of Art :
- Alexander Nowak
- Creative Director :
- Thom Glover
- Creative Director :
- Kia Heinnen
- Creative Director :
- Martin Baker
- Creative Director :
- Dustin Tomes
- Creative Director :
- Jono Paull
- Senior Art Director :
- Bastien Grisolet
- Copywriter :
- Chris Brailey
- Copywriter :
- Curtis McDonald
- Design Director :
- Maria Wan
- Senior Designer :
- Eli Hochberg
- Motion Graphics Designer :
- Michael Gaynor
- Motion Graphics Designer :
- JungEun Han
- Chief Creation Officer :
- Sally-Ann Dale
- Director of Film Production :
- Jesse Brihn
- Executive Producer Film :
- Mike Hasinoff
- Producer Film :
- Carlos Valdivia
- Associate Producer Film :
- Robert Matuluko
- Senior Music Supervisor :
- Mike Ladman
- Global Chief Strategy Officer :
- Jonny Bauer
- Head of Strategy :
- Harry Roman-Torres
- Strategy Director :
- Cathy Song
- Senior Strategist :
- Emily Pfitzinger
- Group Communications Strategy Director :
- Yan Wang
- Communications Strategy Director :
- Patrick Fahey
- Senior Communications Strategist :
- Chris Wiegand
- Group Data Strategist Director :
- Wendy Kong
- Senior Data Strategist :
- Daria Koren
- Managing Director :
- Dan Gonda
- Group Account Director :
- Susan Pratchett
- Account Director :
- Gabrielle Barbuto
- Account Supervisor :
- Chelsea Elliott
- Account Manager :
- Roxy Alberts
- Group Project Manager :
- Tessa Muchura
- Senior Project Manager :
- Simon Jolly
- Director of Business Affairs :
- Dan Simonetti
- Senior Business Manager :
- Paul Van Dorpe
- Traffic Manager :
- Wendy Kaplan
- CMO :
- Antonio Lucio
- Vice President,Corporate Brand Marketing :
- Kate Rouch
- Director Brand Strategy :
- Andrew Stirk
- Group Creative Director :
- Thomas Markham
- Creative Director :
- Zach Stubenvoll
- Motion Designer :
- Jerod Wanner
- Designer :
- Jordan Honnette
- Global Director of Brand Marketing :
- Jasmine Summerset-Karcie
- Director Brand Programs :
- Mayumi Matsuno
- Marketing Program Manager :
- Kaitlin Giannetti
- Brand Marketing Manager :
- Katie Secrest
- Brand Strategist :
- Josh Cleveland
- Marketing Insights Director :
- Rick Malins
- Marketing Research Manager :
- Jenn Dahm
- Marketing Researcher :
- Amy Huang
- Marketing Researcher :
- Lia Breunig
- Director Communications Planning :
- Radhika Narang
- Communication Planning Manager :
- Dani Nichols
- Brand Communications Lead :
- Lisa Stratton
- Executive Producer :
- Julian Katz
- Production Company :
- Epoch
- Production Company :
- Bacon
- Director :
- Martin de Thurah
- Director of Photography :
- Kasper Tuxen
- Executive Producer Epoch :
- Mellisa Culligan
- Producer Bacon :
- Samuel Cantor
- Research & Documentary Interviews :
- Judith Lansade
- Documentarian :
- Pejk Malinovski
- Junior Producer :
- Laura Bohse-Valentiner
- 1st AD :
- Stefan Danholm
- Production Designer :
- Mads Jørgensen
- Production Designer :
- Wonderland
- Editorial :
- Rock Paper Scissors
- Editor :
- Mikkel EG Nielsen
- Assistant Editor :
- Alex Liu
- Managing Director/Executive Producer :
- Eve Kornblum
- Producer :
- Lisa Barnable
- Telecine :
- Company 3
- Senior Colorist :
- Tom Poole
- Producer :
- Alexandra Lubrano
- Color Assist :
- Jenny Montgomery
- Post Production :
- Blacksmith
- VFX 2D Lead :
- Iwan Zwarts
- Executive Producer :
- Charlotte Arnold
- VFX Senior Producer :
- Bindy St. Leger
- Compositor :
- Ben Kwok
- Compositor :
- Robert Bruce
- Compositor :
- Jacob Slutsky
- Compositor :
- Daniel Morris
- Compositor :
- Yebin Ahn
- Sound Design & Music :
- Ballad
- Sound Design :
- Adrian Aurelius
- Sound Post Producer :
- Gregers Maersk Moeller
- Music Supervisor :
- Adrian Aurelius
- Music Supervisor :
- Gregers Maersk Moeller
- Music :
- ‘Peace Piece’ by Bill Evans
- Arrangement :
- Ballad
- Mix :
- Wave Studios
- Sound Designer/Mixer :
- Aaron Reynolds
- Executive Producer :
- Vicky Ferraro
- Assistant Engineer :
- Isaac Matus
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