LIFE360 | MOM OF THE GUYS
Life360 is a family location-sharing app that had build a reputation for itself in the US with provocative dark humor campaigns. However, a European audience needed a more lighthearted approach.
Based on the insight that modern-day parents are their kids best friends, we devised a campaign called Mom Of The Guys.
About a pretty cringe mother who hangs out with her son a lot. A lot. Until her son gets her Life360 so she can ‘stay close, not too close’.
We conceived, directed and produced a TV campaign, online video, radio and OOH for Dutch, German and English speaking markets (sorry France). The campaign was well received. So tuff.
Life360 | Full version | 1:30
Life360 | Park | 0:30
Life360 | Skate | 0:30
Life360 | Soccer | 0:30
Life360 | Cinema | 0:30
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Creative/Production
Creative: Philip&Hugo
Production Company: Polak film x Philip&Hugo
Directors: Philip&Hugo
Producer: Bo Polak
Production Manager: Pavel Ananich
Director of Photography: Coen Stroeve
Casting Director: John Doornik Casting
Production design: Marieken van Huijstee
Stylist: Minke Lunter
Editor: Pim van der Pas
Sound Design: Rabble studios
Music Composer: Hugo van Woerden
Grading and Postproduction: De GrotLife360
CMO: Mike Zeman
VP Creative: Jon Troutman
Global Creative Director: Spencer Hansen
Head of Social: Taylor Caragher
Creative Project Manager: Kelly Hamilton
Sr. Director, International Marketing: Kate McCutchen
Sr. Brand & marketing lead Europe: Nicky Nieuwenhuizen