The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Agency: Cutwater
Client: Brawny
Date: May 2017
Your Vote
Overall Rating
Opps, please vote again
2 votes

For Mother’s Day, paper towel brand Brawny has rolled out a spot that features clips of footage that were all shot by toddlers wearing Snapchat Spectacles.

The spot, created by agency Cutwater and directed by Karen X, aims to show what day-to-day life is like from the perspective of a child. As the Spectacle-wearing toddlers spill milk, knock down books, destroy toilet paper rolls and scrape their legs, their moms never fail to drop whatever they’re doing to help save the day — all moments that drive home the point that mothers are there for their children through thick and thin.

The short film also fits in nicely with Brawny’s ‘Stay Giant’ tagline, since the mothers in the film appear to be giantlike while hovering over their children. Brawny launched ‘Stay Giant’ in late 2015 to reposition the brand as one that celebrates the toughness and resilience in everyday people and recognizes them for how they’re overcoming life’s challenges.

According to Cutwater, four real mothers and their children were chosen from more than 40 applicants to star in the ‘Once a Mother, Always a Giant’ Mother’s Day campaign. The ad is comprised of actual moments in their lives that were captured via Spectacles. A behind-the-scenes video shows how Karen X went about directing the spot.

“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,” said Chuck McBride, chief creative officer of Cutwater, in a statement.


Production Company: Karen X

Director: Karen X

Director of Photography: Benjamin Von Wong

Producer: Carlos G Martinez

Art Director: Emily Yau

Chief Creative Officer – Chuck McBride

Associate Creative Director – Aaron Sanchez

Art Director – Rebecca Schefkind

Copywriter – Kristi Lira

Executive Producer – Michael Huntley

Content Producer – Robbie Wiedie

President, Principal - Christian Hughes

Group Account Director – Coleen Karkazis

Account Director – Greer Gonerka

Associate Director of Communications & Content Strategy - Richard Tubman