Ad of the Day | CLM BBDO Honors a Generation of Women with "Thank You Grandma"

Feb. 19, 2019

On the occasion of Grandmothers' Day, Sunday, March 3, Café Grand' Mère celebrates those who have changed women's lives with new campaign, #ThankYouGrandma, by CLM BBDO. 

Without our grandmothers, our lives would be very different. They’re part of a generation that fought to change women’s place in society. Freedom of expression, a woman’s right to control her own body, the right to play the same sports and practice the same professions as men… none of these advancements would have been possible without our grandmothers.   It’s only right that we pay tribute to them and their exploits through the black and white images in this campaign, created by CLM BBDO, to highlight their victories, from the seemingly minor to the most resounding. 

Benjamin Dessagne and Stéphane Santana, Creative Directors, CLM BBDO explain:

"Though this campaign goes back in time, it offers a deeply modern vision of our grandmothers, before they were the women we know today, they were young women who changed the world."

 

Directed by documentary filmmaker and anthropologist Sylvain Desmille (Curious Film), the film, largely composed of archival images, celebrates all the pioneers who helped transform women’s place in society into what it is today. Extensive research that showcases lesserknown women: Françoise Mabille, the first French woman to become a volunteer firefighter; Violaine Sanson, member of the first women's motorcycle racing team; Astrid Hustinx, one of the first female airline pilots; parachutists Odette Rousseau and Colette Duval; and Anne Chopinet, one of the first women to attend the prestigious École Polytechnique. 
 
Director Desmille, says: 

"The emancipation and liberation of women is one of the major advancements of the 20th century. This process was made possible by all those who, through their strength and actions, and frequently their courage, helped change attitudes towards women. They are more than just images, they are the faces of this moral revolution."

 

The film rich in stories and strong in emotion will be online starting February 18, and on air from March 1 to 3.