Vodafone: Stepmother

The word “stepmother”, is filled with prejudice. It invokes the universal imaginary of the witchy mother, the evil female figure often portrait in childrens’ literature and movies. However, assuming that all stepmothers are evil is just a misleading stereotype. Throughout the world, there are certainly a lot of stepmothers who put a great amount of time, attention and love raising stepchildren as if they were their own. These women have the enormous ability to accommodate in their hearts, not only their biological children, but also children from other women.
Agency: J. Walter Thompson, Lisbon