Raid’s global Good to be Tough campaign celebrated tough moms and the link between them and Raid’s own tough, no-nonsense approach to pest control. However, developing this idea in the China market proved difficult for two reasons:
1) The long tradition of tough parenting (i.e. the “tiger mom” mentality) has recently come into question among China’s newest generation of mothers.
2) Local market restrictions prohibited showing any children in our work.
Our solution was to explore the tension that exists between today’s mothers and their own mothers (i.e. grandmothers). We asked this older generation of mothers to write down their own parenting experiences, then had their own daughters read these confessions out loud, unaware of who the authors were. This way, a new generation of mothers discovered the importance of tough protection on deeply emotional, genuine terms.
For this project, I provided creative leadership in concept development, scripting, client selling, and production oversight.
