Nothing Says “Love You Mum” More than a Flash Tattoo from Moonpig

Showrunner, Verve’s in-house ad agency, has launched a PR celebration for Moonpig in the run-up to Mother’s Day - by giving out free tattoos that people can show off in bespoke Moonpig Mother’s Day cards.

Mother’s Day has become a loud, public display of affection that taps into “loveliness” culture, with countless sweet social media tributes flooding timelines every year. But not all displays of love have to be lovely. So, Showrunner wanted to tap into something more grungy to help Moonpig cut through the noise. That’s why they looked toward tattoos, which are deeply embedded in Irish culture, with a third of Irish adults having at least one.

They paired the online card and gift retailer with Dublin’s most popular tattoo parlour, Heartbreak Social Club, to give out free specially designed flash tattoos dedicated to Irish Mams before on Tuesday the 25th.

To promote the event, they teamed up with Agency 14 to host some of Ireland’s most inked influencers in advance of the event to get their own Mother’s Day tattoos. Then on the day, participants got pictures of their tattoos put into bespoke cards to show their mams they love them in the most permanent way possible and in a way that only Moonpig can do.

Asked about the stunt, Robbie Field, creative director of Showrunner, had this to say, “We are defo on a different path as an agency with a focus on creating ideas with a bit of an edge that are soaked in culture. We wanted to take the sentimentality of the day and flip it on its head - still heartfelt, still meaningful, but with a bit more bite. Moonpig is all about personalisation, and this was a way of taking that idea to the extreme. A tattoo lasts forever, and now, thanks to Moonpig, so does the moment.”

The activation was organically shared on media outlets like Lovin Dublin, FM104, and the Irish Independent, placing Moonpig at the heart of cultural conversation and proving that there’s no reason that Mother’s Day can’t be more punk.