The Trojan Bouquet
It’s a sad truth that mothers who take a break from work to raise their children have a hard time re-entering the workforce. So MullenLowe launched the Momternship program to give mothers a chance to jump-start their careers.
The only problem: it was too popular. Over 800 moms applied, and they couldn’t hire them all. On Mother’s Day, we challenged other agencies to adopt the initiative and implement the program by hacking the most popular Mother’s Day gift – a bouquet of flowers. We wrapped them in the resumes of moms looking to get back to work, and sent them to mothers who also happened to be hiring managers at the top agencies in New York and LA.
Included with the bouquets was an invitation: follow Mullen’s lead and establish your own Momternship programs to help break down barriers facing working mothers.
In collaboration with the LA-local flower shop, Lenita by Grita, we delivered bouquets to 20+ agencies with a simple message: moms deserve more than flowers, they deserve equal opportunities.
Creative Directors: Tyler Kirsch & Erica Sanchez
Creatives: Jude Le Bayon | Elin Lindeberg Catarina Barcala | Xavi Ocana