The month of March highlighted the importance of women through named days like International Women’s Day and Mothers Day.
For this reason, we have chosen our campaign of the month, a new timely outdoor campaign that really puts light on mums in a very artistic way.
SKIP Gallery, an ongoing collaborative artwork created by the artistic duo Baker & Borowski, launched the Campaign in March, just in time to remind its viewers that it’s almost Mother’s Day and encourage families to appreciate mum’s existence by calling her more frequently.
This is an excellent example of creative Mother’s Day marketing campaigns during this transformation era after COVID-19.
Here’s why SKIP Galleries’ Campaign worked so well:
Message: The headline is big, bold, and straightforward. Most importantly, it’s easily understandable for passengers who have a moment to read the billboard.
Emotional Appeal: SKIP Gallery and Baker & Borowski have successfully used emotion as one of the most powerful drivers of the Mother’s Day ad campaign. Due to an international backdrop of the isolation caused by Covid-19, the campaign was designed to act as a simple nudge to remind people not to miss the opportunity to communicate with their mum in case it’s “the last one they get”.
They shared a message, asking followers to “Call Your Mum back,” reminding them that you should always find time to call your mother.
Timing and Location: Despite using a clear message that highlights the purpose and emotive language that resonates with the recipients, SKIP Gallery perfectly timed their campaign and when it should be launched. Highlighting the streets with its powerful message at the height of women’s month indeed created massive awareness both for the brand and the cause of the campaign, appearing in the most crowded locations around the UK.
Design: Despite the minimalistic design of this campaign, it introduces the diversity and colours of nature into urban environments by illustrating the glorious shapes and colours of the flowerheads on the background, instinctively advising us to associate our moms with beautiful flowers.
Citation: Katy Cowant, Creative Boom, March 2022, Phone Your Mum Back Campaign, Baker & Borowski.
Commenting on their design on Creative Boom, Baker and Borowski says – “We know not everyone has an amazing relationship with their mum, but we are saying that if you can repair and make peace with your mum, give it a go. For Lee, this is a response to years of not phoning his mum back but for me, it’s knowing how it feels when your mum suddenly isn’t there.”
Your company might be crowned the next campaign of the Month winner if you incorporate these four components into your marketing. So call 020 7112 8624 or email sales@billboardmedia.co.uk to get started with your campaign right away.
