Mother London's Christmas campaign this year is to rebrand the agency as "Grandmother."
The agency's reception wall at its Shoreditch headquarters, which is normally adorned with photos of staffers' mothers, will for December feature photos of their grandmothers. In addition to this, "Grandmother" will be running a series of initiatives celebrating older people - including a "Red-Hot Grannies" phone line, where older women will read bodice-busting literature at "extortionate cost per minute." The agency will also hold an auction of "naughty knitted tweets" and a bake sale to raise funds for the elderly.
The theme will continue in January, when the agency will hold its own exhibition and debate on the theme how older people are portrayed in advertising. It has tried to portray older people in a different light in ads it has created this year, including in ads for Boots and Sunlife.
Hermeti Balarin, executive creative director, Mother, told Creativity: "We always stand for a cause we believe in at this time of the year. This one couldn't be more relevant and close to our hearts."