The Fresh Awards call for entries this year, “Make Your Mum Proud For Once”, involved three mothers of British creative directors talking about their hopes and dreams for their sons. If you don’t wear a tie to work, you haven’t got a proper job. That’s what most mums think. They’ll never understand advertising. And no matter what household brand you’ve worked on, it doesn’t compare to the 100m Swimming Badge you won back in school. So what can you do to make mum proud again? Win a Fresh Award of course. Full of ‘in jokes’ and nods to clients, the online films and print ads poke fun at the individuals and the advertising industry in general.
The campaign uses actual mothers of well-known UK regional creative directors Dylan Bogg, Big Communications, Tom Richards, BJL, and Vince McSweeney, McCann Birmingham.
The Make Mum Proud campaign was developed at McCann Birmingham, London, by creative director Vince McSweeney, copywriters Tim Jarvis and James Cross, art directors Barrie Robinson and Tim Jones.
Still work was done by photographer Alex Telfer and designer Duncan Bancroft.