Friday Stir

By Erik Oster 

-SS+K handled the visual identity, website and creative launch of a Mother’s Day effort supporting the Marshall Plan for Moms (House Resolution 121) addressing issues related to parenting and gender equity via “Moms Deserve More Flower Store,” which attaches a price tag to Mother’s Day bouquets with names like The Unpaid Work Bouquet, The Lack of Childcare Bouquet and The Paid Leave Bouquet to reflect the real cost of moms’ unpaid labor.

“A dozen roses are not going to cut it this year,” said Reshma Saujani, founder of Girls Who Code and the Marshall Plan for Moms, said in a statement. “The pandemic has intensified what was already a national crisis for working moms, and especially for moms of color. Every year on Mother’s Day we come together to celebrate our moms, but the truth is, this year, we have to repair the broken structure of motherhood in America. Because what moms really want—what they really need—is a national reckoning: one that reimagines our culture and rebuilds a system to actually value our work.”

“This is a unique Mother’s Day message–still a celebration of Moms, but with a more focused point of view of the actual cost of motherhood,” added SS+K managing director, head of client services Amy Frisch. “It’s about time we acknowledged the financial expense associated with motherhood. This project was personal. I’m a mom, and I worked alongside a team of other SS+K moms. Collaborating with Reshma, we knew we could create a campaign that could make an impact in forcing this long overdue conversation.”

Digitas’ NewFronts event focused on the strength of content partnerships like Eat The Book, the digital series with Hello Sunshine and KitchenAid.

Brands are going beyond flowers and chocolate for Mother’s Day after an incredibly tough year for moms.

-Molson Coors CMO Michelle St. Jacques and DDB CCO Ari Weiss discuss forging a creative partnership in crisis.

Marketers are promoting tourism as vaccinations rates increase and the summer approaches.

-Grey London head of voice Bee Pahnke discusses the environment agencies create for copywriting.