2019 Cannes contenders: 'Beautiful Surgery Lines' by Soho Square Shanghai

Contender: Beautiful Surgery Lines
Agency:  Shanghai Soho Square Advertising Co.
Client: Jala Group's Chando

Nominated by:

Rachel Catanach, senior partner and president for Greater China at FleishmanHillard:

This communicates the love between mothers and daughters in a simple but powerful way. To celebrate Mother’s Day, Chando, drawing on the insight that 60% of women in China aren’t satisfied with their appearance, wanted to highlight that every face hides a unique story of a mother’s love for their daughter. Why it might win: The striking visual campaign demonstrated that intrinsic beauty, like a mother’s love, is not skin deep. The campaign cut through the clutter and commercialism of Mother’s Day by gently provoking women to value their natural beauty and appreciate their mother’s love in new ways.