The most innovative Mother’s Day campaigns from Dove, MoneyGram, DoorDash & more
From tech-enabled family reunions to AI-powered career assistance, these brands and agencies are redefining how we honor moms today.
Genentech's Vabysmo recently released an animated short film honoring mothers / Credit: Vabysmo
As Mother’s Day approaches in the US, brands and agencies are not only offering traditional gifts this year but also crafting innovative campaigns that resonate deeply with the essence of motherhood.
From heartwarming reunions facilitated by DoorDash to MullenLowe planting career opportunities for moms, these initiatives are reshaping the celebration.
Let’s delve into these unique and truly helpful campaigns that celebrate moms in meaningful ways, from Dove Chocolate, MoneyGram and others.
DoorDash closes the distance between mothers and their children
DoorDash isn’t just delivering flowers; it’s delivering heartwarming reunions and unbreakable bonds, whether you’re near or far from your mom. To mend the bittersweet feeling of being away from your mom on Mother’s Day, DoorDash teamed up with Dept, a digital marketing agency that is helping facilitate the remote delivery of both flowers and loved ones to doorsteps.
The campaign is supported through a content series of people reuniting with their moms and even an AR lens that allows people to connect to the moms in their lives, all in an effort to deepen connections between mothers and their children.
MullenLowe ‘Trojan Bouquets’ plant career opportunities for moms
This year, creative agency MullenLowe partnered with Momternship, an internship program for moms, to tackle the bias mothers face returning to the workforce.
With 73% of moms reporting that they have encountered bias in the hiring process due to their parental status, MullenLowe’s approach involves delivering flowers wrapped in past Momtern resumes to industry recruiters who are also mothers in the form of ‘Trojan Bouquets.’ Visit momternships.org/employers to learn more.
Dove Chocolate uses AI to bridge the ‘Mommy Gap’ in employment
For Mother’s Day 2024, Dove Chocolate unveiled an AI tool, the ‘Mom Experience Translator,’ to empower mothers re-entering the workforce. Given the challenge of resume gaps from raising children, the technology transforms the skills moms acquire during motherhood into marketable assets for recruiters and hiring managers.
With over 60% of individuals with extended employment gaps being women, Dove’s initiative aims to combat bias and highlight the strengths of motherhood in professional settings. As part of its celebration, Dove Chocolate launches a sweepstakes offering financial support to 10 lucky moms, alongside a charitable contribution to aid women re-entering the workforce. Visit DoveChocolate.com/PromiseOfMoms to access the ‘Mom Experience Translator.’
MoneyGram: ‘Make Your Mother’s Day’ with an AI-generated photo
MoneyGram, a money transfer platform, wants consumers to celebrate Mother’s Day in a unique and hilarious way with its ‘Make Your Mother’s Day’ campaign, which swaps generic greeting cards for personalized, AI-generated cards. With over 180 potential scenes, possibilities are endless. To make a MoneyGram Mother’s Day card, visit mgrm.link/makeyourmothersday, upload a photo of you and your mom and let the AI work its magic.
What’s more, from now until May 15, residents of the US, Canada, UK, Australia, New Zealand, France, South Africa, El Salvador, Guatemala and Mexico can enter for a chance to win a plane ticket home to visit their mom by following @MoneyGram on Instagram and uploading the photo to their Instagram Story.
Genentech debuts ‘A Beautiful Sight’ animated short
Genentech, a pharma company, recently released an animated short film for its Vabysmo brand, a medication designed to treat two types of eye problems called wet age-related macular degeneration and diabetic macular edema.
Created in partnership with Grey Health, ‘A Beautiful Sight’ honors mothers and caregivers dedicated to preserving their sight. Inspired by real stories and featuring innovative animation techniques, the short celebrates the bond between a mother and her son, their shared vision for the world and the profound impact of community in the face of vision loss. It narrates the importance of caring for our loved ones, especially when faced with challenges like wet age-related macular degeneration.
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