The Iconic & Emotive Launch Mother’s Day Campaign Celebrating All The Roles Mums Play

The Iconic & Emotive Launch Mother’s Day Campaign Celebrating All The Roles Mums Play
Alison Mitchell
By Alison Mitchell



For Mother’s Day 2020, Australia and New Zealand’s leading fashion and sports destination, THE ICONIC, recognises that this year, more than any other, mums deserve a thank you.

Developed by creative agency, Emotive, the film thanks Mums who are having to work from home, homeschool, entertain and provide care around the clock in this unique period of self-isolation.

Alexander Meyer, Chief Marketing Officer, THE ICONIC, said: “Working with Emotive to bring our vision for Mother’s Day to life has been great, since we were able to align deeply and take a truly cross-collaborative approach to this project. Being a parent is one thing but being a parent through the current times of uncertainty is a whole other ballgame. This Mother’s Day, we want to celebrate Mums and all those who take on a mothering role across the country, for the countless hats they wear. However they are making it work in their own ways, we praise and thank them.”

The campaign will run across TV, digital and social channels and marks Emotive’s creative debut for THE ICONIC. The candid and emotional piece draws on a mixture of UGC videos and stills to celebrate the incredible job mums are doing.

Ben Clare, Group Creative Director at Emotive, continues: “No gift will ever be enough to show mum how much she means, but THE ICONIC is a pretty good place to start. We’re very thankful to all parties involved, especially the wonderful mums who are featured, in helping us bring this work to life in the current circumstances.”

The bespoke music track is by upcoming BMG artist, Lola Scott. The track entitled ‘Like Only A Mother Can’ was created specifically for this film and in characteristic lockdown style, was written, recorded and produced out of her bedroom.

Music Credit

Music Track: “Like Only A Mother Can”

Written & Recorded by Lola Scott

Licensed courtesy of BMG Australia

 

Video Credits

Client: THE ICONIC

CMO: Alexander Meyer

Head of Creative: Fiona Murchison

Creative Agency: Emotive

CEO: Simon Joyce

Managing Partner & Head of Strategy: Michael Hogg

Business Director: Sarah Clifton

Group Creative Director: Ben Clare

Executive Producer: Hayley-Ritz Pelling

Production Coordinator: Anna Burch

Editor: Corey Farrell

 

 




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