Skoda #thanksmom campaign

Art Direction for Skoda #thanksmom campaign and brand film. Featured in Ads of the World and Little Black Book

The Campaign: Thanks mom!
This is Skoda's tribute to all mothers and mother figures behind every player throughout
the 30 years of sponsoring the World Championships.

Insight
A hero who doesn't bask in the spotlight

Ice hockey is a matter of the heart for Finns. Skoda tapped into this feeling and shifted the focus off the field to a heroic figure who knows the player better than anyone else and inspires them to constantly surpass themselves. This person is the player’s support and safety – their biggest fan, who can always be relied upon. The mother.

Idea
Skoda's tribute to hockey moms

The idea of the campaign was simple yet impactful. We collected touching videos where people expressed their gratitude to their mothers. Whether it was a professional player, a junior at the beginning of their career, or just an ordinary hockey fan, the "Thank You, Mom" campaign gave everyone a chance to show their appreciation for the hockey mom in their life.

Implementation
Hundreds of touching thank you videos

With an emotional advertising campaign, participants were guided to send personalized thank yous to the hockey mom in their life. Participants had the chance to win tickets for themselves and their mothers to a game of Finland. The luckiest thank you videos were featured on TV, on DOOH advertising surfaces, and their soundtracks were also used in radio.

Impact
Becoming world champions powered by gratitude

We created an authentic and warm atmosphere around the brand, which activated Finns to share their deepest feelings in front of the entire nation while they cheered the home team to a world championship together with their mothers. Thank you, mom!

Film credits

Advertising Agency: SEK, Helsinki, Finland
Art Director: Juho Heikkinen
Copywriter: Rami Utriainen
Designer: Jari Mäkelä
Project Director: Tarja Sallantaus
Account Director: Sanna Kaartinaho
Social Media Specialist: Julia Ruuskanen
Additional Credits: Matti Pentikäinen, Ea Söderberg, Heidi Räsänen, Lasse Väänänen
Film production: OSASTO
Producer: Katariina Kangas
Dir.: Ezra Gould
DOP: Anton Thompson Coon
Prod. coord.: Milja Kipahti
Sound Design: Ezra Gould
Edit: Markus Hyvärinen
Grading: Grade One