In a uniquely Japanese tradition, when women get married and have children, around 70% of them seemingly forfeit their first name, and are called 'mom' by their partners as well as their children. This film from Hakuhodo Kettle summarises a scientific experiment conducted by Red B.A, a cosmetic brand. Scientists studied the hormonal changes that occurred within 19 women's bodies when they were called by their first name. The results showed a 15.9% increase in oxytocin, one of the 'beauty hormones'. Believing that every woman has the instinct to be beautiful, Red B.A felt that instinct is kept dormant due to the unique custom of Japanese marriage. The tender film demonstrates that even the tiniest of triggers can make a woman feel like she's being perceived as an individual again.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.