Adidas - Mother’s Day
After Covid-19 lockdown, Mother’s Day 2021 had to be special. A moment to reflect on how incredible moms have been to all of us, unveiling their strength and creativity to cope with the situation in their homes, learning new things, wearing different hats like teacher, entertainer and coach while providing love and security to their loved ones. This campaign aimed to celebrate them all.
Time to give back
Together with Josephine Rais, a very talented artist based in Berlin, we created a set of illustrations focusing on moms, portraying them in relatable situations where they have been really amazing: taking care of their children while working, staying close despite the distance, playing with their kids all the time, keeping the whole family fit and healthy. We then connected all these insights to what their loved ones would want to give back in the form of adidas products: face masks, running shoes, tracksuits and Originals apparel to give back some headspace, energy, strength or fun, which made the emotional angle match the commercial one.
Here’s to all moms
The campaign was published on the brand’s dotcom, app and social media channels in different markets such as NAM, LAM, China and Japan as well as in a few other markets in Europe. The illustrations and animations, in addition to faithfully representing the adidas products available for online purchase, were created following global diversity and inclusion criteria.
Activation
We asked some celebrities to participate in the campaign and share with us how amazing their moms have been and also what they want to give back to them. Names of well-known athletes like Noah Lyles and Layshia Clarendon as well as top-notch influencers like Jeanette Odgen and Meaghan Kong shared some pictures and videos to help spread the word.
Agency: Adidas Studio A
Location: Amsterdam
Illustrator: Josephine Rais
Production Company: Woodwork
Role: Creative Director