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Campaign Spotlight

Campaign Spotlight: SM Supermalls and Tribal DDB remind us that being a mom ain’t easy with WWMD (What Would Mom Do?)

TAGUIG – In a sea of tributes to mothers this #NationalSuperMomsDay, SM Supermalls wanted to remind everyone that #SuperMomDeservesABreak too. And what better way to do so than showing the world what a day without mom looks like.
WWMD (What would Mom do?) follows the story of four fathers as they experience for themselves what a day in SM with the kids is like sans mom. Released on May 9 on YouTube and May 10 on Facebook, WWMD is directed by Zig Marasigan of Indie.Go.
 
“As with all SM Moments videos, we always look for a very strong insight. An insight that will make people feel something or remind them about their own moments in SM,” said Jonjon L. San Agustin, SM Supermalls Senior Vice-President for Marketing.
 
“We felt that Tribal best captured a very relatable insight and transformed it into a story that goes against the tide of emotionally charged videos. When they said a Mother’s Day video without moms, I knew we had something different,” continued San Agustin.
 
Watch the full video here: 

 
 
Agency: Tribal DDB
 
Creatives:
 
Dan Pambid – Creative Director
Angelo Borja Reyes – Associate Creative Director
Tal Tantuico – Associate Creative Director
Randy Baraceros – Art Director
Toby Kabatay – Copywriter
 
Accounts:
 
Diane Chua – Managing Director
Rica Garcia – New Business Director
 
Production:
 
Adi Lopez – Executive Producer
Indie.Go Media – Production House
Zig Marasigan – Director
 
 
Client: SM Supermalls
 
Jonjon San Agustin, Senior Vice President for marketing
Grace Magno, Vice President for Advertising 
Karla Marie Peñalba, Assistant Vice President for Creatives
Ana Loren Ramirez-Rivera, Assistant Vice President for Digital and Media
Rose Jabeguero-Rodillo, Senior Marketing Manager for Family Segment
Rodessa Go-Sinson, Senior Marketing Manager for Advertising
Monique Lara Sayo, Marketing Officer for Family Segment

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