89% of moms feel the daily mental and physical burden of Invisible Labor. Invisible Labor is the emotional work that women often take on, to maintain the wellbeing of their families.
For Mother’s Day, Maxwell House, a brand that has always stood for those who work hard, wanted to make Invisible Labor, visible. So we surprised moms-to-be with a special type of labor class, featuring their moms.
This was a labor of love in more ways than one. Even while presenting the idea to the client, I was thinking about my daughters’ Lunar New Year party outfits for school. Beyond the press mentions, the reactions that we received from moms was incredible. It was viewed 2.6MM times and was shared thousands of times on and around Mother’s Day. For me, the ultimate KPI was for every mom who viewed the video to feel seen. The comments are evidence that our goal was achieved.