F.Y.I.

Witchery’s Mother’s Day campaign is running OOH, online and in-store

Witchery has launched a Mother’s Day campaign, Mums Work, following the story of three mums and highlighting their work outside office hours. The campaign will launch throughout Australia and New Zealand, running across out-of-home (OOH), social, online video and instore.

The announcement:

Major Australian fashion retailer Witchery has launched an emotive Mother’s Day campaign, Mums Work, showing us that Mum’s are the ultimate multitaskers. It doesn’t start at the office and end at the home, they have another job, being mum.

The campaign film showcases Witchery’s May collection launching in-store and online from Thursday 28th April featuring sophisticated winter coats, cosy knitwear, pants, shoes and accessories.

In the 60sec film, we follow the story of three mums, going about their day-to-day routine at their homes before they start their other workday.

Witchery head of marketing Jennifer Petropoulos said: “Motherhood is probably the most important job and we all know mums work the hardest. At Witchery, we wanted to celebrate our heritage of dressing mums since 1970”.

Witchery creative manager Jennifer Crooks said: “Witchery is a brand that aims to empower women to look and feel confident every day. Mums Work celebrates all mums and the many hats they need to wear, while also bringing to life our May collection with a sense of style and sophistication”.

The campaign will launch 28 April throughout Australia and New Zealand, running across out-of-home (OOH), social, online video and in-store.

Credits:
Client: Witchery
Head of Marketing: Jennifer Petropoulos
Creative Manager: Jennifer Crooks
Marketing & Campaign Manager: Stephanie Hyde
PR, Social & Events Manager: Natalie White
Concept: Smile Agency
Media Agency: UM
Director: Henry Cousins
Stills Photographer – Hannah Scott Stevenson
Stylist: Sara Smith
Hair: Lok Lau
Makeup: Linda Jefferyes
Producer: Brooke Smith
Props: Kirsten Stanwix
Location: Private home, Sydney

Talent: Lea Dina Seelenmeyer & Noa, Abigail O’Neill & Charlotte, Magnolia Maymuru & Tili

Source: Witchery

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