Challenge, Goal, and Execution

The often underestimated challenge: Parents may not possess superhuman abilities, but they consistently exceed their own limits to forge a world where their children experience minimal obstacles and greater freedom.

We set out to create a campaign that would uniquely and touchingly showcase the profound love and strength of parents while also adding a heart to the brand name. 

Re-defining Parent’s Day.
Inspired by the Chinese concept of "Chi," representing life force, the campaign aimed to depict parents' emotional and inner strength using colourful, rounded shapes, reflecting the energy and complexity of parenthood. It sought to convey a range of emotions—gratitude, empathy, frustration, and joy—through evolving colours in the visuals.