Mamas Day | ME to WE Mother's Day Campaign Award Winning
Objective
To create an emotionally engaging, content-driven campaign to drive sales of ME to WE Mother’s Day products with a female audience, with a minimum of 50% of proceeds directly supporting the work of WE Charity in developing countries around the world.
Design Solution
In Kenya, the word, “Mama” is a sign of respect. This campaign renamed ‘Mother’s Day’ as ‘Mama’s Day,’ elevating the term ‘Mama’ to mean ‘next-level mothering’ and reclaiming this annual event on WE’s terms. The team mined the organization’s library of stories to profile the incredible Mamas WE works with around the world, using strong, slightly cheeky copy to demonstrate that these women aren’t just mothers; they’re community leaders, role models, entrepreneurs and protectors.
This campaign won an Award of Merit in the RGD's In-House Design Awards for 2019
Art Direction of photo shoot: Melanie Runghen & Lisa McCoy
Photographer: Danielle Roach
Flat Lay Photographer : Stacy Vazquez-Abrams
Flat lay styling: Melanie Runghen
Designer: Melanie Runghen
Copywriter: Meg Harries
Photography Concept: Melanie Runghen
