Mommy Bahama

72 & Sunny NYC / Mother's Day

This campaign celebrates working expentant mothers everywhere in the most radical and shareable way!  Mommy Bahama is a resort-wear, maternity-leave collection for the vacation people "think" you are going on. Seeking not only to empower women, comment on a cultural faux pas with clever wit, this project sheds light on the fact that maternity leave is NO vacation. Paired with the poignant copy and a posh voice-over, it was quite successful in sparking a conversation, featured by Adweek, winning a Webby, and Telly award.

Agency:                        72 & Sunny NYC
Producer:                     Sabrina Bajaj
Post Production:          72 & Sunny NYC

Credits