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Rockin' Mamas

Award: Yellow Pencil

Yellow Pencil / Photography / Lifestyle / 2022

Award: Graphite Pencil

Graphite Pencil / Writing for Advertising / Press

Rockin’ Mamas took the rebellious spirit of mothers all over the world and turned it into an international integrated campaign. Rockin’ Mamas compares the everyday experience of mothers everywhere to the life of a rock star: waking up fully dressed, having to get back onto stage, performing all night long. Every part of the campaign is very real, raw and human, and brings everything to the table: emotions, puke, ugliness, beauty. All of the women who starred in the campaign are in fact real mothers, including the video’s voiceover artist, the English singer DeeLayDee.

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What did the judges have to say?

"Rockin' Mamas is a fantastic example of an ‘under-the-nose’ thought. And it was executed in true Rolling Stone spirit that brought alive this whole idea of showcasing the biggest rockstars of our lives - our Moms. The work instantly spoke to me!"

Anuraag Khandelwal, Executive Creative Director & Mumbai Head, 82.5 Communications, Ogilvy

"For its originality and heart."

Yannis Davy Guibinga, Photographer & Writer, Yannis Davy Guibinga

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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