Anmum Others Day

Anmum is celebrating Others Day, a social campaign particularly designed for people who struggle to celebrate Mother’s Day. A poignant video features children and adults who have needed to look to aunts, uncles, grandparents and other guardians to take the role of mother in their lives. As a nutritional milk brand for pregnant and lactating mothers, and a fast-growing paediatric milk for children in several Asian markets, Anmum believes in celebrating the intangible essence that makes a mother, a mother. Anmum recognises that the role of a mother in a child’s life is a powerfully defining one and this year is celebrating all mothers, including the ones without “Mom” or “Mum” in their title. Anmum encourages everyone to celebrate more than just their own mothers this Sunday, but to also celebrate the ‘others’ that have been so important in raising them.

Ammum celebrates mothers aunts and uncles

The campaign is anticipated to run for two weeks in Malaysia, Hong Kong and the Philippines.

Corine Ooi-Bremner, Group GM Global Maternal & Paediatrics for Anmum commented, “Anmum appreciates and supports mums in their desire to raise amazing young minds. And because Anmum celebrates all kinds of mothers, we want to find a way to appreciate all amazing individuals who show nothing but love to the ones they’ve raised. Anmum salutes all who provide affection and support to children as we celebrate moms and all others who have made a meaningful difference in the life of a child.”

Others Day Credits

The Anmum Others Day campaign was developed at BBDO Singapore by executive creative director Primus Nair, associate creative directors Theophilues Tan and Tan Giap How, activation and content producer Ann May Chua, planning director Rebecca Nadilo, global business director Abbe Hale, account director Dorothy Peng and senior account manager Tiffany Young.

Filming was shot by director Rajay Singh and Tan Wei Peow via Directors Think Tank with producers Heng Tek Nam and Amar Fhairuz.