MY E R / H A P P Y M U M M U M M U M M U M M U M ’ S D A Y
C O N C E P T / A R T D I R E C T I O N
The task: Create a Mother’s day campaign that demonstrates our deep understanding of Australian Mums and reinforces Myer as the home of thoughtful gifting.
H A P P Y M U M M U M M U M M U M M U M ’ S D A Y
As a brand with an overwhelming majority of mum customers, we are deeply committed to truly understanding their perspectives. While Mother’s Day is a beautiful occasion, we recognised that it often fails to express the immense gratitude we hold for all that mothers do. Although no gift can fully encapsulate their contributions, we aimed to simply acknowledge and appreciate them. Rooted in authenticity and firsthand experiences, we have crafted a light-hearted campaign, complemented by strong social media strategy, OOH, instore activations, catalogue, digital and many more touchpoints to demonstrate to all Australian mums that we empathize with their daily challenges and triumphs.
Director: Tom Stephens / Creative partner: Hazel Squair
T H E D E T A I L S
No budget, no brief… No worries!
Upon understanding how much effort went into this project, it was clear that it was a labor of love. We went above and beyond to persuade the client of the importance of this film — from delivering memorable performances in packed boardrooms; our determination never wavered. Crafting the characters, scouring the outfits ourselves for the perfect attire, and offering our hair & makeup services (knocked back btw, but i’m not offended), were just a few of the tasks we undertook to ensure the success of this project. The irony of wearing multiple hats to bring this to life is exactly what a mum would do!
We meticulously crafted individual scripts for every character, all revolving around the common theme of relying on Mom for various needs. Whether it was a pair of broken glasses, requiring a ride, a request for a bedtime story, or a personal anecdote about a brush tangled in hair, each member of our cast had a unique story to share. Backed by a strategic use of paid media, we were able to achieve remarkable results and generate impressive statistics.