Mother's Day Campaign from McCain Puts Mum in the Picture

Just in time for Mother’s Day, Rethink launches its latest work for McCain. 

One of the many incredible things about moms is that they’re able to take on just about any role to ensure their family is supported and cared for–from chef, to chauffeur, to nurse, to cheerleader, to therapist, a mom can really do it all. She even acts as the family photographer to ensure that countless memories of her family are preserved. But in the process, a mom is usually left out of these beautiful moments that she works so hard to create. 

According to a recent study, 84% of Canadian moms say that when they’re together with their family, the person taking the photos most often is them. 

When a mom is the one capturing those memories and moments, she’s left out of the picture in the process. In fact, 77% of moms appear in less than half of the family photos on their camera rolls. And 35% say they’re in none at all.

That’s why this Mother’s Day, McCain has launched a campaign to 'Put Mom in the Picture'.

To kickstart the campaign, McCain partnered with award-winning photojournalist Krisanne Johnson to capture candid photos of real moms with their families in their homes. The long-form OLV documents the gratitude and emotion that each of the four moms experienced when they were surprised with the professional photographs.

“A mom’s endless day-to-day efforts are all in service of bringing the family together. This Mother’s Day, we wanted to find a way to meaningfully celebrate these moms that bring us together,” says Matt Kohler, managing director, Canada Retail at McCain. “A family photo can be such a simple gesture, but it can mean the world to these moms. So we’re calling on partners, kids, friends and family to put mom in the picture this Mother’s Day, and show her how much she truly means.”

As part of the campaign, McCain is encouraging partners, family members and kids to take more photos of Mom. The brand is sharing helpful photography tips and tricks on Instagram to make photo taking easier, and giving three lucky Canadian families the chance to win a professional photography session.

“Our goal was to help McCain cut through the clutter this Mother’s Day and connect with moms in a fresh and relatable way,” says Leia Rogers, executive creative director and national managing partner at Rethink. “We knew countless moms would see themselves reflected in the stories, and nod their heads as they considered their own family’s photos. And we also wanted the work to be a rallying cry to partners and family to #putmominthepicture and make sure moms get the attention they deserve.”

To help share this loving homage with moms this Mother’s Day, McCain partnered with Cat and Nat–viral content creators, best-selling authors, and podcast hosts who are best known for their honest examinations of motherhood. And to help encourage partners across the country to snap more photos of mom this Mother’s Day, McCain has partnered with Canadian actor, director and proud husband and father Jason Priestley. 

The media buy, which was handled by UM, runs from May 8th to 14th and includes OLV, social and Connected TV. TA2 Sound + Music provided all audio and mix, as well as an original track for the campaign.