In celebration of Mother's Month, Marie Claire Vietnam partnered with Pandora on the “Garden of Dreams – Where Love Nurtures Dreams” campaign, telling the stories of three mothers whose unique journeys reflect different expressions of womanhood, resilience, and personal growth. Through their experiences, the campaign redefined the beauty of motherhood and the strength that comes with every stage of life.
The campaign featured an editorial photoshoot alongside a long-form editorial highlighting each woman's journey.
The brief
Develop a Mother’s Day photo campaign featuring three mothers and their children, exploring the journey of nurturing and raising their children through the concept “Garden of Dreams.” The storytelling should capture authentic moments of motherhood while seamlessly integrating Pandora’s new Garden of Dreams charm collection as a symbol of love, connection, and the dreams mothers help nurture.
What we did
Developed the “Garden of Dreams” campaign for three mother–child pairs, translating the concept into an intimate visual and editorial storytelling approach while naturally featuring Pandora’s Garden of Dreams collection.
- Photoshoot: Created a dedicated moodboard for each mother–child pair, using natural light and intimate settings to capture their genuine connection and the unique “garden” they nurture together.
- Editorial Article: Developed tailored interviews exploring each mother’s journey into motherhood, parenting approach, and hopes for her child’s future.
- Video Series: Captured heartfelt messages from mothers to their children during the shoot, alongside an exclusive video featuring the children answering candid questions about their mothers.
Outcome
- Editorial Article featuring the journey of motherhood of MC Hoàng Oanh, Actress Diệp Bảo Ngọc and Singer Bảo Anh - Read more.
- Photo Albums for each mother-child pair
- Hoàng Oanh & Max
- Diệp Bảo Ngọc & Kid
- Bảo Anh & Misumi
- Video Series:
- From mom to child:
- A little gift from Marie Claire Vietnam to the bravest mothers: