Just Like Mom

For Mother's Day, we wanted to celebrate the women who are always there for us, caring for us in the little moments of everyday life.

By leveraging geolocation, audience targeting, and real-time data, we recreated the familiar experience of receiving thoughtful reminders from our moms. Messages dynamically adapted to factors such as the time of day, weather conditions, and traffic.

We developed a series of context-aware messages that changed throughout the day. On colder days, digital screens reminded people to bring a jacket. Late at night, they encouraged them to text when they got home safely. Around lunchtime, they playfully suggested adding some salad to the plate—just like a mom would.

• 01Ativa's digital out-of-home (DOOH) screens across Porto AlegreDigital

A Mother's Day campaign that turned the city's screens into caring little reminders — proving that context-aware DOOH can feel as personal as a message from mom.