THE ICONIC celebrates all the roles Mums play in new Mother’s Day campaign via Emotive


For Mother’s Day 2020, Australia and New Zealand fashion and sports destination, The Iconic, recognises that this year, more than any other, mums deserve a thank you as illustrated in its new campaign via Emotive.


The centrepiece of the campaign is a 1:12min long film thanking Mums who are having to work from home, home-school, entertain and provide care around the clock in this unique period of self-isolation.

Says Alexander Meyer, chief marketing officer, The Iconic: “Working with Emotive to bring our vision for Mother’s Day to life has been great, since we were able to align deeply and take a truly cross-collaborative approach to this project. Being a parent is one thing but being a parent through the current times of uncertainty is a whole other ballgame. This Mother’s Day, we want to celebrate Mums and all those who take on a mothering role across the country, for the countless hats they wear. However they are making it work in their own ways, we praise and thank them.”

The campaign will run across TV, digital and social channels and marks Emotive’s creative debut for The Iconic. The candid and emotional piece draws on a mixture of UGC videos and stills to celebrate the incredible job mums are doing.

Says Ben Clare, group creative director at Emotive: “No gift will ever be enough to show mum how much she means, but The Iconic is a pretty good place to start. We’re very thankful to all parties involved, especially the wonderful mums who are featured, in helping us bring this work to life in the current circumstances.”

The bespoke music track is by upcoming BMG artist, Lola Scott. The track entitled ‘Like Only A Mother Can’ was created specifically for this film and in characteristic lockdown style, was written, recorded and produced out of her bedroom.

Music Track: “Like Only A Mother Can”
Written & Recorded by Lola Scott
Licensed courtesy of BMG Australia

Client: The Iconic
CMO: Alexander Meyer
Head of Creative: Fiona Murchison

Creative Agency: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Sarah Clifton
Group Creative Director: Ben Clare
Executive Producer: Hayley-Ritz Pelling
Production Coordinator: Anna Burch
Editor: Corey Farrell

THE ICONIC celebrates all the roles Mums play in new Mother’s Day campaign via Emotive