• Loading…

Call Her Name

Award: Wood Pencil

Wood Pencil / White Pencil - Creativity for Good / Advertising & Marketing Communications - Brand / 2015

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again