We wanted to shed light on the reality of mothers around the world, since always and lately especially. Moms are worldwide glorified, worshipped also but very rarely understood and supported in the struggle of making things happen. A lot is mom’s magic, a lot is hard raw work.

Since 2020, European countries have suffered the most serious consequences from the Covid19 outbreak, imposing continued national lockdowns. The pandemic shut schools and workplaces, throwing family life into chaos with responsibility falling mostly on mothers. According to data, in fact, in the last two years women provided two-thirds more childcare than men: mothers have found themselves managing, basically on their own, children’s care and distance learning, remote working and home chores. All at same time, in the same place.

Rolling Stone is not only the most iconic music magazine in the world: the magazine focuses on social and political issues, standing against any kind of discrimination and promoting social inclusion and equity. These two souls of Rolling Stone mag inspired this ironic yet though-provoking observation: in the pandemic era, the ultimate tough, hardcore lifestyle doesn’t belong to rock bands anymore. Indeed, today the greatest rock stars are moms, who live a wild, messed up life.

Pandemic helped us capturing a truth, paying more attention to a returning comment on social media, or the cry for help in the gaze of a mom holding a meeting, while holding a baby, while holding herself together. Out target is everybody who can make moms job easier, supporting systems, corporations, landlords, friends, moms themselves by becoming aware of their value.

Rolling Stone and their social platforms where the perfect place to channel and strengthen the message. The visual and spoken language we used for the film is strong the magazine personality is.

We listened to the shout of rebellion from mothers all over the world and turned it into an international integrated campaign aired on Rolling Stone social media channels and developed through a social video, a copyad campaign and a social activation. “Rockin’ Mamas” describes mothers’ everyday life enlightening the parallel to the life of a rock star - waking up fully dressed, having to get back onto stage, performing all night long. Every piece of the campaign is very real, raw, human, exposing everything - emotions, puke, ugliness, beauty: all women starred in the campaign are in fact real mothers, including the voice over artist of the video, the English singer DeeLayDee.

Once again Rolling Stone showed its public to be consistently involved in social and political fights: in fact the campaign sparkled a great conversation both online and offline, among users and influencers. And that’s exactly what we aimed to: generate awareness about the struggling situation mothers had to face since the pandemic outbreak, making society open their eyes and raise their voices to the inequalities hidden in our own homes.