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 (March 8th), YB Spa didn't choose a promotional video. In the March 8th branding video produced by Right Media for the spa, YB Spa staff members sit down and chat about their mothers, then write a letter and read it to their mothers over the phone.
The idea: start with everyday questions.
The video begins with a few 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 conversation doesn't mention the spa's services at all. But through it, viewers see that YB Spa is a workplace for young people from diverse backgrounds. The brand image emerges from these very answers.
The crucial question: "Do you ever write a letter to your mother now?"
Most of you answered no. The reasons you gave were quite 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.".
From here, the video takes a different turn. The host suggests that the participants write letters on the spot and then read them aloud to their mothers over the phone. Reading over the phone fits the situation well: some participants mentioned that their mothers are illiterate.
The hardest part of the project: capturing genuine emotions.
This part can't be scripted, because nobody knows what you'll say or 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."One student, whose mother had passed away, wrote in a letter addressed to someone who could no longer hear: "It's been over a year since Mom and I last talked."
One student thanked her mother for raising her, mentioning how her job at YB Spa "taught her so much," and expressing hope to be able to provide for her mother and ease her burden in the future. Another student thanked her mother for supporting her chosen path over the past three years, even though her father wanted her to go in a different direction.
Therefore, the filming method is different from a typical shoot, and viewers can clearly see that in the video:
- The moment was preserved.Because that emotional moment only comes once and can't be brought back.
- The character speaks as if they are having a conversation., without looking at the machine, without reading the prepared script.
- I can hear my mother's words too. On the other end of the line, that's the part that moved the viewers the most.
- Don't pressure them.Some people said they "couldn't speak," and the crew kept that silence in the film instead of cutting it out.
Why is an 8th of March brand video suitable for the spa industry?
Spa services are a type of service where customers entrust their bodies to professionals for care. What customers consider most isn't the equipment or promotions, but rather... human.
The video shows customers that the spa's team are kind, caring mothers, and shy about expressing their love verbally. The positive feeling stems from these details, so the video doesn't need any additional advertising.
Internally, this March 8th brand video is also a gift for the employees themselves: an opportunity for them to tell their mothers what they've kept in their hearts.
Notes when creating this type of content
Right Media produces this type of content within the group. corporate films and customer testimonial videoThis type of video is only persuasive when the emotions are genuine. If it's staged, viewers will immediately recognize it, and the video will backfire. Businesses need to accept that they don't know in advance what employees will say, and some footage may be unusable.
Project images
YB Spa staff read a letter to their mother over the phone in a video on March 8th.
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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