The Unique Thank You

Another way to become part of the conversation for Mothers Day

Mothers Day is the biggest jewelry occasion of the year, and our brief was to make PANDORA part of the conversation between mothers and daughters worldwide.


Tapping into the fact that mothers and daughters share a unique bond. We set up a film experiment testing if mothers could single out an anonymous thank you note written by their daughters. The campaign was a global celebration of the unique bond shared by mothers and daughters, who tagged each other in the film creating more than 1,5 mio. Actions on Facebook.


The Unique Thank You is a Gold Winner at the Lovie Awards. The film got more than 4 million views, 1,5 million actions on Facebook and was picked up by international media across Europe, America and Australia.