The best gift of all

Project Summary:

Breast Cancer Institute of Australia asked PLAY in 2017 to help them with their annual Mother’s Day campaign. We asked Australians “What would you give the woman who gave you everything?” in an integrated campaign across TV, radio, print and digital advertising. The campaign reach was amplified with a heavy social media presence across Facebook and Instagram on owned channels as well as social media influencers sharing posts with and about their Mums, encouraging their followers to donate.

By using real talent, their stories and surprising them during the shoot with their Mums’ presence we managed to capture real, unique and spontaneous emotional moments.


  • Client lead
  • Project Management and production
  • Social media campaign strategy and content creation
  • Social influencer management
  • Campaign reporting