This Mother’s Day, Indigo Gifts Celebrates Mum as the Original Influencer

Historically, our lives have been shaped by the example our moms set. Nowadays, we spend a lot more time looking to others online. This Mother’s Day, Indigo is encouraging you to lean back into mum as your North Star. An Indigo gift gives you more time with your number one resource. For everything from life-changing choices to casual advice, every conversation and experience with her has shaped—and continues to shape—who you are.

“This larger-than-life marketing campaign aims to celebrate and share stories from real-life moms, their kids and the experiences that make their bonds unique," says Kate Gregory, senior director of brand marketing, Indigo.

In partnership with Cossette, Indigo has leveraged a combination of organic and paid social, digital OOH, and in-store gift tags and belly bands. We’ve assembled creative stills, interspersed with the odd piece of motion, to showcase mums today, mums from the past, and celebrity mums, all pictured as who they are and doing what they do best. 

“These days, we’re so dialled into other sources that we’ve forgotten to tap back into our built-in, most dependable one of all—Mom,” says Dana Ciani, creative director, Cossette. “Indigo’s gift selection offers ample opportunity to spend quality time with her. Something as simple as picking up two of the same book to read together. Really, the campaign is a reminder to honour and celebrate the woman who has always been your greatest influence.”