Momsday

Creative idea

Sameday is one of Romania's biggest couriers, delivering 135 million parcels a year. The handful of customers whose parcels went wrong flooded Facebook, while the satisfied majority stayed silent, turning the page into a hate zone that even reached the couriers' mothers: nearly one in seven insults hit a mother, not the service. Our insight: an insult to your mother only lands because she is not there to hear it. So we brought her there. With Momsday, real mothers of couriers read the actual insults on camera, then on Mother's Day answered the abusers directly.

Brand name: SAMEDAY
Advertiser / client: Sameday
Product / service: Courier services (Sameday)
Campaign name: Momsday
Agency network: INDEPENDENT AGENCY
Agency: WOPA COMMUNICATION, BUCHAREST, ROMANIA
Digital agency: Fortuners
Additional company: Fortuners
Production company: CREATIVE STUDIO
Web address: https://sameday.ro/
Agency chief executive officer: Ionuț Datcu
Executive creative director: Claudiu Dobriță
Creative director: Daniel Harmanescu
Art director: Isabela Aciu, Andrei Paun
Copywriter: Irina Serbulea
Account director (agency): Larissa Traistaru
Client account director: Alina Minu
Managing director: Mihaela Giurcă
Film production: CREATIVE STUDIO
Director: Mihai Cojocaru
Director of photography: Alex Pop
Digital strategist: Codrin Bădescu
Digital creative: Elena Luca
Additional company: Fortuners: Andreea Bozoi - Managing Partner; Elena Pomarăc - Client Service Director; Silviu Clinciu - Account Director; Eduard Biciușcă - Senior Social Media Manager; Andrei Canea - Social Media Specialist;