Mother’s Day is full of cliché’s, from the cheesy cards to cheap flowers or the last-minute box of chocolates. But mums deserve better. They’ve put up with so much over the years and they deserve a gift with more thought behind it. Enter T2, a tea brand with indulgent flavours and gorgeous teawares that will help you raise your gift game and show your mum you really care.
The campaign encourages people to, “make up for everything” this Mother’s Day, and uses real life photographs sourced through social media channels to show a number of ways that people have really put their mum through it. The images range from kids drawing on the walls, to teens sneaking out of the house and ruining school photos with outrageous hair styles.
The campaign will run on digital display and paid social, as well as all owned channels online and in store.
Sarah Humphreys, Account Partner at isobel, said: “We wanted to make people smile as they reflect on all the things they may have put their mums through growing up, and encourage them to make this Mother’s Day different. The UGC element of this campaign makes it even more meaningful as we were able to source images from real life situations.”
The campaign will run in the UK until Mother’s Day, and then roll out ahead of Mother’s Day in the US, Singapore, Australia and New Zealand.
Creative agency: isobel
Creative Partner: Rob Fletcher
Creative Directors: Ben Stump, Simon Findlater
Creatives: Tom Dyson, Lance Boreham
Account Partner: Sarah Humphreys
Account Director: Maggie Sylvester
Account Executive: Fran Houlding
Planning Director: Sarah Sandford