Mother's Day 2016/2017 Global campaign

We Understand Mother’s Day

Mother’s Day is a time for people of all ages and across every continent to honor the nurturing, feminine figures in their lives. The date may differ depending on the country, but what remains the same around the world are the values – such as home, heritage and family – which this special day evokes. These are values closely aligned with the MoneyGram brand and so our involvement with this holiday makes perfect sense. For this campaign our idea is to talk to people who can’t be with their mothers but still want to mark the occasion. The idea is to remind them that Mom is always thinking of them, just as they are always thinking of her. We use a contemporary visual idea of a mobile phone text message to bring this across. This not only allows us to show that we understand Mother’s Day but also to relate to our customers and the emotions they experiences when living away from home.

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