Brand video project for International Women's Day (March 8th): YB Spa writes a letter to mothers.

Brand video project for International Women's Day (March 8th): YB Spa writes a letter to mothers x Right Media

For International Women's Day on March 8th, YB Spa didn't create a promotional video. Right Media, however, produced a brand video for March 8th using a completely different approach: they invited spa staff members to sit down, talk about their mothers, then write a letter and read it to their mothers over the phone.

The idea: starting from a very ordinary question.

The video begins with simple questions: at home, do you usually confide in your father or your mother? Does your mother know all about your job? Does she support or oppose it?

The students answered very honestly. Some said they were closer to their fathers. Some said their mothers supported them, but their fathers didn't. One student mentioned that her mother was relieved because she found the work environment pleasant, professional, and less strenuous than farming in the countryside.

This dialogue doesn't mention the spa's services at all. But it shows viewers that YB Spa is a workplace for young people from diverse backgrounds – and that's the brand image.

The crucial question: "Do you ever write a letter to your mother now?"

Most of you answered no. The reasons you gave were surprisingly similar: "I'm not good at expressing my feelings.", "I know you love me, but I rarely express my love in words.", "Nowadays, with modern technology, calling is much faster.".

This is where the video transitions. The host suggests that you write a letter right there, then call your mother and read it aloud.

The hardest part of the project: capturing genuine emotions.

There's no script for this part, because nobody knows in advance what you'll say and how Mom will respond.

Some students wrote very short messages, and after reading them, I laughed out loud out of embarrassment. Others cried while reading, and their mothers on the other end of the line cried too, saying... "Don't cry."There's a friend whose mother has passed away, and this letter is addressed to someone who can no longer receive it.

For the crew, this situation required a completely different approach than a typical filming session:

• The machine must be set up and running continuously.Because emotional moments only come once and can never be relived.
• The team should be small and have minimal presence., so that the character forgets about the camera and tells the truth.
• Dual-channel audio recordingBecause what my mother said on the phone was the most important part.
• Don't pressure them.Some said they "couldn't speak," so the crew left that silence in the film instead of cutting it out.

Why are March 8th brand videos effective for the spa industry?

A spa is a service industry where customers entrust their bodies to professionals. The deciding factor isn't the equipment or promotions, but... human.

A video showing customers that the spa's team are kind, caring mothers, and shy about expressing their love verbally – creates a positive impression that no advertisement can achieve.

At the same time, internally, this was a Women's Day gift for the employees themselves. Many said after the filming that it was the first time they had been able to express things they had kept inside.

Notes when creating this type of content

Right Media produces this type of content within the group. corporate films and customer testimonial videoA video expressing genuine emotions is only effective when it's authentic. If it's staged, viewers will immediately recognize it, and it will backfire. A crucial condition is that businesses must accept that they have no control over the final content and that some parts may be unusable.

Behind-the-scenes images of the project.

This March 8th brand video was produced by Right Media for YB Spa.

See more projects Brand film Produced by Right Media, or in its entirety project has been implemented.

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