The Iconic and Emotive celebrate Mother's Day

4 May 2020

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The campaign champions all the roles mums play.

For Mother’s Day 2020, online retailer The Iconic, recognises that this year, more than any other, mums deserve a thank you.

Developed by creative agency, Emotive, the one-minute, 12-second long 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.

“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," The Iconic chief marketing officer Alexander Meyer says.

"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 user-generated content (UGC) videos and stills to celebrate the incredible job mums are doing.

“No gift will ever be enough to show mum how much she means, but The Iconic is a pretty good place to start," Emotive group creative director Ben Clare says.

"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 Track: “Like Only A Mother Can”
Written & Recorded by Lola Scott
Licensed courtesy of BMG Australia

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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