Commissioned to celebrate Mothering Sunday, this user driven film for Mothercare hooked in their active social media communities.  Mums took part by tweeting photos and video footage they’d shot themselves on Mother’s Day, which we edited together into a film aired on the brand’s Facebook page & YouTube channel from early the next day.  The fast turnaround project was directed by ex BBC “Child Of Our Time” Director Susie Donaldson.  The campaign was picked up by radio stations throughout the UK, featured in Marketing Magazine, and received thousands of online hits, playing on the sense of involvement, and the positive reactions that drive social sharing.