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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Mother Rebrands as Grandmother for the Festive Season

01/12/2016
Advertising Agency
London, UK
240
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Grandmother will be running a series of initiatives celebrating older people

Mother is doing their bit for the older generation this Christmas. The agency has done a lot to rebrand old age this year, believing that most advertising either ignores or patronises the older generations. Whether that’s through casting an age-defying ballerina for No7, or through their work for new client Sunlife, showing golden oldies in a new light, Mother is proving that life really does start at 50, and that age should never be a barrier to good work.

It’s not just advertising that tends to forget about the older generations. Christmas can be a lonely time for the elderly, so Mother wanted to make sure they aren’t left in the cold this holiday season. To raise awareness of the problem, and funds for local charities, the agency will be getting a bit older themselves. For the month of December, it will change its name to Grandmother. The rebranding will start with their iconic reception wall, where photos of employees’ mothers will be replaced with portraits of their grandmothers, much to their delight. 

Grandmother will also be running a series of initiatives celebrating older people - from the Red-Hot Grannies phone line, where older women read bodice busting literature at an extortionate cost per minute, to naughty knitted tweets that will be auctioned off; with the compulsory bake sale thrown in for good measure.

This will continue into the new year, with the agency holding its own exhibition and debate on the theme in January.

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