Grandma is a freedom fighter.
Remember to thank her for all she has done to clear the way for you. Grandmothers’ Day is Sunday, March 3rd. Café Grand’ Mère celebrates the occasion with a new campaign called “Thank You, Grandma,” by Paris-based CLM BBDO.
The brand reminds us that our grandmothers 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.
“Though this campaign goes back in time, it offers a deeply modern vision of our grandmothers,” according to Benjamin Dessagne and Stéphane Santana, Creative Directors at CLM BBDO.
Directed by documentary filmmaker and anthropologist Sylvain
Some of the amazing French women in the spot include: 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.
“The emancipation and liberation of women
Key Dates In Women’s Liberation
1962 – Mini-skirt scandal: started by Mary Quant, the scandal becomes a symbol of the liberation of women’s bodies
1965 – Women gain the right to manage their property, open a bank account, and practice a profession without needing their husband’s permission
1965 – Technical schooling is finally open to girls
1967 – Neuwirth Law authorizes contraception
1967 – Jacqueline Dubut and Danièle Decuré become the first female French airline pilots
1969 – First season of women’s football in France
1970 – Creation of the Women’s Liberation Movement
1975 – Women finally gain the right to divorce by mutual consent
1977 – First International Women’s Day
