Mother’s Day is a key date for sending money back home for many countries worldwide, including Brazil and the LATAM nations. This campaign targeted those high-growth corridors by leveraging a key insight: people who live in the US but have family back home often ‘code-switch’.

Code-switching is when someone who operates in two different languages, or cultures, flips back and forth between the two. This translated into the creative when we realised that these global citizens would also refer to their mothers by different names, depending on who they were talking to.

The creative ran in four select corridors and was localised for each one with unique diminutive names, which translated into English equivalents like Mum, Mommy, Mama, etc.