Materne.
- marketing
- b2c
The brief.
'Materne. At the heart of families for generations.'
The mission was not to create a new concept, but to restore its full strength. Materne already had a communication platform built around “Thank you”, rooted in the idea of gratitude and transmission within families. A strong and meaningful concept, but one that struggled to fully come to life across its executions. The challenge was to make it more vivid, more visible and more emotional, by bringing back consistency and a clear ability to express itself in a tangible way.
Our approach.
We reworked this territory to make it live through simple, universal and instantly recognisable codes. The hand heart gesture became a central symbol, expressing “I give”, “I receive”, or both.
Through dedicated shoots and a more embodied art direction, the “Thank you” concept regained a human, warm and authentic dimension, strengthening the emotional connection with families and positioning the brand as a true part of everyday life.
