Reality is something people forget on Mother’s Day. Mothers become angelic on this day every year. Their life, ideal. This year, The Iconic is acknowledging that a mother’s life isn’t always perfect and that this, year, more than any other, mums deserve a thank you.

That acknowledgement comes through a film from Emotive. The 1:12min long film is a montage of candid and emotional clips – a mixture of UGC videos and stills that shows the good and the challenging pieces of everyday life in isolation. Its aim is to thank Mums who are having to work from home, homeschool, entertain and provide care around the clock.

Alexander Meyer, chief marketing officer, The Iconic, commented, “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 is Emotive’s first creative work for The Iconic.

Ben Clare, group creative director at Emotive, stated, “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 music track, Like Only A Mother Can, was created by upcoming BMG artist specifically for the 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
Chief Marketing Officer: Alexander Meyer
Head of Creative: Fiona Murchison

Creative Agency: Emotive
Group Creative Director: Ben Clare
Executive Producer: Hayley-Ritz Pelling
Production Coordinator: Anna Burch
Editor: Corey Farrell
Chief Executive Officer: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Sarah Clifton