Vroom, the children's brain-building initiative from the Bezos Family Foundation and agency Johannes Leonardo, shines a light on the world's real superheroes in this eye-watering Mother's Day film.
While this week and on Sunday we'll no doubt see plenty of well-deserved tributes to mothers, this video, created out of the Johannes Leonardo, celebrates all kinds of caregivers, such as the foster parents, aunts, grandparents and single dads -- those who may serve as kids' real-life "moms" and nurturers, but aren't necessarily acknowledged as such.
The film, "#WhatMakesaSuperhero," looks at "motherhood" through the lens of an untraditional family -- a young girl, Cammie, and Camelia, the aunt who stepped in to become her foster mom. In the video, Cammie draws a picture thanking her mom for all that she does, while Vroom and Johannes Leonardo helped to turn that drawing into a charming animated tale about how Camelia, in the girl's eyes, is a superhero who whips up magical meals, folds clothes at lightning speed and plays hide and seek with delight --- which makes her deserving of a flower plucked from the Moon.
To create the film, the agency asked children to make drawings of their caregivers and talk about what they bring to their lives. The agency then turned those drawings into animations and invited the caregivers to view a documentary of the kids creating the drawings and how their sketches came to life through animation.
The Vroom initiative partners with brands, including Goya and J&J, to bring educational games and tools to the home conveniently through product packaging, so that everyday family moments, like changing diapers or eating meals, can become learning opportunities for the little ones.