Kmart Forever Mum
Campaign
Client: Kmart Australia
The Brief: Connect with customers after a difficult year and stay top of mind for gratitude and gifting.
Concept Overview: Our campaign spot paid an ode of appreciation to all the unwavering, multifaceted mother figures in our lives. (AND managed to make our marketing manager cry.)
The pandemic was arguably extra hard for Aussie mums, as they stretched themselves to juggle more roles than ever – as our carers, counsellors, heroes, besties, cheerleaders and more.
Instead of placing the campaign emphasis on product value and range, this Mother’s Day we wanted to pay an uplifting tribute to recognise her many roles.
And to stay authentic to the human, heartfelt sentiment, we made a brave call… casting an array of real, everyday mums and their families instead of using talent. And while some would hesitate at the thought of shooting amateurs, we said: challenge accepted!
Execution
TVC & Social Content Videos
Digital Catalogue
Social Posts, EDMs & Eccom
OOH
Responsibilities
Ideation, Storyboard, Video + Photo Shoot Art Direction, Post Production Management, Catalogue, Web, EDM, Social + OOH Artwork.