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DEAR MUM
THE CHALLENGE

We all love our mums, but we're often too caught up with work and life to show them how much they mean to us. Expressing our appreciation for them verbally has also become a little awkward to do so too. With Mother's Day coming up, we wanted to make it easy for people to express their love for their mums.

THE INSIGHT

We often take for granted the time we spend with our mums. But for them, every second together is a precious part of a journey we share. So we wanted to remember these moments of our lives in a fun yet personal way.

THE SOLUTION

We created Dear Mum as a beautiful digital tribute to arguably the most important woman in our life. In just three clicks, the Dear Mum website generates a personalized digital love letter capturing the unique journey you share with your mother.

From the day you were born, through the ups and downs of your teenage years, each story is beautifully visualized and brought to life with charming animations, and a seamless scrolling navigation that culminates in a pleasant surprise at the end.
THE RESULT
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With no media spend, word about the site was spread through online communities and blogs worldwide, reaching more than 32,000 visitors across 130 countries. But most importantly, we made 1,400 mums smile when they received their personalised Dear Mum site on Mother's Day. The site was also named Site of the Day for 1 June 2013 by popular design website Awwwards.