Creativity

Nationwide Surprises a Belfast Mom With a Heartfelt Poem in This U.K. Mother's Day Spot

Bank Turned Tributes to Moms on Social Media Into Poetry

By Alexandra Jardine. Published on Mar 27, 2017

Editor's Pick

For U.K. Mother's Day yesterday, Nationwide created an emotive one-off spot that was the culmination of a social media campaign it's been running asking people to submit comments about their moms, and then turning them into poetry.

The bank, via agency VCCP, encouraged people to take to Facebook and Twitter to post about something they got from their mums. (Examples given included "quirky habits" or "old fashioned values," "sparkles," "gin," "French films" even Stoke City Football Club.)

Posts were fed into VCCP's live newsroom, where they were then turned into poems written live on site by spoken word artists. Over 50 poems were written over three days and sent back to sons and daughters across the country to give to their moms. A select few were turned into short films, performed to camera by poets.

In the one-off TV spot, aired yesterday, we see the live reaction of Mo, a mother in Belfast, to a poem written especially for her by Laurie Ogden with the help of Mo's son, Gavin and performed by Ogden in Mo's home. The spot, directed by Jim Thornton and Greta Wynn Davies in-house at VCCP Kin, was filmed on Saturday morning, the day before Mother's Day, and then edited, sound designed and graded overnight. It's touching, funny and might bring a tear to your eye.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Mar 27, 2017
Agency:
VCCP
Client:
Nationwide
Deputy Executive Creative Director:
Jim Thornton
Art Director:
Elias Torres
Copywriter:
Daniel Glover-James
Production Company:
VCCP Kin
Director:
Jim Thornton
Director:
Greta Wynn Davies
Producer:
Greta Wynn Davies
Integrated Producer:
Stephanie Chybowski
Production Co-Ordinator:
Sophie Connor
Post Production:
VCCP Kin
Editor:
Brad Baraud
Color:
Framestore
Audio Post:
750 MPH

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.