Work Like a Mother

A Mother's Day film arguing that the skills mothers build at home are the skills employers pay for, citing survey evidence on how hard UAE mothers find it to return to work. Conceptualised, produced and directed by Havas Middle East and pushed on social.

The brief

UAE mothers trying to return to work, and employers who see them only as caregivers.

What to borrow

Translating unpaid work at home into workplace language gives a bank a purposeful Mother's Day message with a practical edge.

Brand	First Abu Dhabi Bank
Agency	Havas Middle East
Talent	Not named
Channels	digital, social
Source	Communicate Online