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Indigo celebrates Mom as the original influencer

5/11/2023

Work

FY24 02 MOTHERS DAY 2023 0975
Logo cossette
by Cossette

Historically, our lives have been shaped by the example our moms set. Nowadays, we spend a lot more time looking to others online. This Mother’s Day, Indigo is encouraging you to lean back into Mom as your North Star. An Indigo gift gives you more time with your number one resource. For everything from life-changing choices to casual advice, every conversation and experience with her has shaped—and continues to shape—who you are.

This larger-than-life marketing campaign aims to celebrate and share stories from real-life moms, their kids and the experiences that make their bonds unique.
Images
Kate Gregory, Senior Director of Brand Marketing, Indigo

In partnership with Cossette, Indigo has leveraged a combination of organic and paid social, digital OOH, and in-store gift tags and belly bands. We’ve assembled creative stills, interspersed with the odd piece of motion, to showcase moms today, moms from the past, and celebrity moms, all pictured as who they are and doing what they do best. 

These days, we’re so dialled into other sources that we’ve forgotten to tap back into our built-in, most dependable one of all—Mom. Indigo’s gift selection offers ample opportunity to spend quality time with her. Something as simple as picking up two of the same book to read together. Really, the campaign is a reminder to honour and celebrate the woman who has always been your greatest influence.
Dana Ciani 1 2
Dana Ciani, Creative Director, Cossette
Indigo Mothers Day 40 sec FINAL 1

Credits

Client: Indigo
CEO: Peter Ruis President: Andrea Limbardi Chief Creative Officer: Gustaf Törling SVP, Marketing: Andrew Sutherland Senior Director, Brand Marketing: Kate Gregory Marketing Manager: Eden Church VP, Creative Studio: Jessica Hotson
Creative Agency: Cossette
Executive Creative Director: Anthony Atkinson Creative Director: Dana Ciani, Alyssa Graff Senior Strategy Director: Geoff Gingerich VP, Business Lead: Melissa Levenberg Business Director: Aline Cleve Account Supervisor: Madison Trajkovski Director, Print Production: Dawn-Marie Mills Senior Producer: Betsy Tran
Video:
Executive Creative Director & Director: Greg Kouts Creative Director: Dana Ciani, Alyssa Graff Agency Producer: Tiffany Ling DP: James Hellyer Editor: Emily Preston Colour: Adam Kemp Audio: Berkeley