Danone: Fifty Years Of Motherhood

Credits & Description:

Client: Danone
Product: Danone Yoghurt
Agency: Good People Films Cairo, Egypt
Entrant: Good People Films Cairo, Egypt
Product/Service: Danone Yoghurt
Idea Creation: Shems Publicite Casablanca, Morocco
Idea Creation 2: Good People Content Cairo, Egypt
Production: Good People Films Cairo, Egypt
Production 2: Videorama Casablanca, Morocco
Founder/Director: Ali Ali (Good People Films)
Founder/Dop: Pierre Mouarkech (Good People Films)
Founder/Colorist: Karim Mira (Lizard)
Editor: Amr Rabee (Lizard)
Creative Director: Yanis Ayouch (Shems Casablanca)
Copywriter: Quods Ouaissi (Shems Casablanca)
Copywriter: Siham El Aoufir (Shems Casablanca)
Music Composer: Sary Hany (Key 66 Productions)
Founder/Creative Director: Ali Ali (Good People Content)
Synopsis:
Brief Explanation:
This year, Danone Maroc celebrated 50 years of brand presence in Morocco. We branded it as 50 years of Motherhood. And we launched with this intimate film that is a tribute or homage to Moroccan mothers and motherhood in general. Celebrating the challenges, sacrifice, dedication and utter joyfulness that is being a mother.
Execution:
TV Advertising dairy and yogurt in Morocco is generally very pedestrian and uninspired. The category is still stuck in the glossy sleek TVC look of the 80s and 90s. Usually featuring ads with model-like mother’s looking overly superficial. So with this one, we wanted the polar opposite of glossy. Instead we opted for hyper real and as natural as possible. With the casting, the locations, the wardrobe, the lighting. Giving the piece a European independent foreign film look, rather than a Moroccan yogurt ad.