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16 . 09 . 22

Rockin' Mamas

Words by: Print Power
BRAND: Rolling Stone
CATEGORY: Print & Publishing/Media/Entertainment
Award: Silver Lion
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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!’ 

A good example of knowing your readers and medium well. They used the wellknown aesthetics of the magazine’s journalistic approach and swapped out the star in the picture, An awesome campaign, true to brand. I love you Mom. Forever grateful.
Jens Waernes
Managing Director Creation, Scholz & Friends Group