Shackleton and Renfe break up the mother stereotype paying this way tribute to the strong and brave real mothers with the campaign called Move, under the hashtag #AprenderDeEllas.
Over the years, the role of women in society has evolved and, in parallel, advertising has tended to echoed this. That is precisely what this spot achieves and without any vindictive flavor.
There are many types of women, but among all of them, there has always been one that has been the most special each one’s mother.
In honor of the most important person in our lives, Shackleton has created for RENFE, on the occasion of Mother’s Day 2018, an emotional and close spot that shows a family debating on the move one of them is bound to carry out, may be the young daughter is decided to start living with her boyfriend, but this is not the case. In fact it is the grand mother who is taking an AVE (Renfe high speed train), and not to go to a seniors home, but to get there where her boyfriend is and live with him.
For Juan Silva, Executive Creative Director of Shackleton, “Renfe is a company that transports millions of travelers every year, and with each one of those travelers, transports their stories, their dreams, and their illusions. That’s why we wanted to tell a story of travelers, a history of people. ”
I would go further. Shackleton has created a close and hearth touching story, which shows the bravest and most tender side that a mother can show to her family. The ad is a true homage the modern woman, regardless of how old she is. Renfe and Shackleton achieves it with a story “if not true, well told”, with no smell of sour vindication or aggressive feminism and that flees from any cliché. Because the truth falls under its own weight and mothers are actually so loving and courageous.
The campaign that starts off today in cinemas nationwide in Spain, has a digital media plan, actions in social networks and official Renfe channels.
Image over the headline.- Mother says goodbye to her family when she is about to take the train. Mother’s day campaign called “Move”, created by Shackleton for Renfe. © Shackleton / Renfe
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