Maltesers
Maltesers has a mission to support the mental well-being of mothers everywhere. The transition into motherhood is a particularly difficult time, with many new mums plagued with feelings of isolation, fear, guilt, and lack of self-worth.
The brand wanted to help make motherhood ‘lighter’ by helping new mums feel recognised, supported, and less alone. So for Mother’s Day 2024, in partnership with support group Mama Tribe, we worked with Australian illustrator – and mother of one – Georgia Perry to create a series of cards reflecting the lighthearted realities of being a new mum.
Available for free at major supermarket Woolworths, these cards were crafted to encourage shoppers nationwide to pick one up and gift it to their new mum friends to express their love and support.
Role: Senior Art Director
We created four different designs, each making light of a real mum situation – highlighting everything from baby vomit and incontinence, to the word 'nightlife' taking on a whole new meaning.
Along with the physical cards, the campaign was supported with online video and social content, bringing our illustrations to life.
We then worked with a number of 'mumfluencers' – including new mum podcast 'Beyond The Bump' – to create bespoke social content.
Our cards allowed Maltesers to generate cut-through in an otherwise saturated (and soppy) time in the calendar, raise awareness of the pivotal group Mama Tribe, and spark conversation around love and support for new mums nationwide.