What makes a true rock star? That was the question Rolling Stone addressed during the the Covid-19 crisis. But the pandemic had shifted the dial on who were the true rockstars of that time – women. And in particular, mothers.
In response to research that revealed Italian women carried out two thirds more childcare than men during the pandemic, Agency VMLY & R Italy created the ‘Rockin’ Mamas’ campaign for Rolling Stone Italy, who wanted to use their platform for good.
Drawing parallels with the life of a rock star - waking up fully dressed, having to get back onto stage, performing all night long - the daily grind of mums everywhere was depicted in a series of gritty images of real mums juggling child care with distance learning, remote working and chores. The arresting images expose everything – raw emotion, sleeplessness, frustration and more.
Print ads, video and social shouted out the message ‘Here’s to the one true rock star. Your mama!’