Brawny put Snapchat Spectacles on toddlers to make a film for Mother's Day in which, from a child's perspective, moms are giants.
Agency Cutwater and director Karen X worked on the campaign, choosing four real mothers and their children from over 40 applicants and shooting over the course of two days in their real homes. The cameras in the kids' Snapchat Spectacles give a child's eye view of authentic moments in their lives --with moms cleaning up messes, having toy cars run over their feet, patching up knee scrapes and giving hugs. Moments were captured in 10-second bursts through Spectacles. (You can see more about how the filming was done in a behind-the-scenes video.)
The heartwarming film ends with the words: "Once a mother, always a giant," and the image of a mother standing in the well-known Brawny red lumberjack shirt. (Brawny already put a woman in the shirt on its packaging this year, to highlight Women's History Month.)
Chuck McBride, chief creative officer of Cutwater, explained in a statement: "The campaign was inspired not only from the 'Stay Giant' brand positioning, but also from role that women play in our lives and in society. Motherhood in particular can be a challenging time, and we wanted to highlight the strength and resilience that women have during this period through the perspective of their children. 'Once a mother, always a giant' seemed like a simple way to articulate this point of view, while celebrating women for the strong and resilient people they are."