The campaign video features teenage boys attempting to answered the question “How do you tell mum she’s special?”. When they fail to do so, they are asked to put it in writing in the front of a book. The result is some heart-warming messages that pull at the heartstrings of all mums.
Just how touching the messages are can be seen in the video's comments, with a number of mums showing their support for the campaign.
The video was shared on Facebook last Tuesday and has since had over 200,000 views, over 1,000 likes and 236 shares.
FCB general manager of retail Kamran Kazalbash said he is delighted with the video's positive reception.
“We’re stoked with the outcome of this. It’s good to show the emotional side of books, and making the client cry is a nice added bonus. So far, it’s been received extremely well.”
Paper Plus isn’t the only one encouraging people to wish their mothers happy mothers day in writing.
Earlier this year, Penguin Random House New Zealand put out the call Kiwis to submit messages, anecdotes or memories to be compiled into a special edition book Thanks Mum: A Kiwi Celebration, in time for Mother’s Day.
Messages from 8-year-olds to 80-year-olds were received, celebrating the good, the bad, friendship, hardship, laughter, loss and the plain embarrassing.