According to research, Italian women take on approximately 70% of childcare responsibilities and 56% of household chores. The global pandemic only intensified these challenges, forcing many women to juggle remote work, home-schooling, and household duties—all while ensuring their families stayed safe and cared for.

Recognizing this immense effort, Rolling Stone, one of the world’s most iconic rock music magazines, decided to shine a spotlight on the real rock stars of the pandemic: mothers. Renowned for advocating equality and inclusion, Rolling Stone collaborated with VMLY&R to create a powerful campaign that redefined what it means to be a rockstar in today’s world.

The Birth of the Rockin’ Mamas Campaign

Traditionally, rockstars are known for their wild nights, rebellious spirit, and electrifying stage performances. But during the pandemic, the ultimate rockstars weren’t in concert arenas—they were at home. The Rockin’ Mamas campaign was a bold and heartfelt tribute to mothers who balanced work, home-schooling, night feedings, and endless responsibilities. These women proved that resilience, dedication, and unconditional love are what truly define a rockstar.

A Tribute to Motherhood Through Film

At the heart of this campaign was a 90-second film, masterfully directed by internationally acclaimed, award-winning director Ali Ali. Rather than casting professional actresses, the film featured real mothers from diverse backgrounds, embodying the raw and unfiltered reality of motherhood during the pandemic. One of the standout voices in the project was British singer DeeLayDee, whose soulful narration added depth and emotion to the tribute.

A Message Beyond Music

More than just a celebration, the Rockin’ Mamas project sought to raise awareness about the overwhelming pressures mothers faced during the pandemic. By aligning with Rolling Stone’s broader mission of covering issues beyond music, the campaign encouraged meaningful conversations about gender roles, equality, and the importance of recognizing the unpaid labor many women endure daily.

Global Recognition and Impact

The campaign resonated worldwide, earning prestigious accolades at major advertising festivals, including the Eurobest Festival and the D&AD Awards. It also secured the Print & Publishing Silver Lion at Cannes Lions, a testament to its powerful storytelling and social impact.

Conclusion: Mothers Are the Ultimate Rockstars
The Rockin’ Mamas campaign served as a wake-up call and a well-deserved tribute to mothers everywhere. Their tireless efforts, sacrifices, and unwavering strength prove that true rockstars don’t just perform on stage—they perform every single day, in every home, around the world.

By celebrating motherhood in this unique and compelling way, Rolling Stone and VMLY&R have reminded the world that real rock legends aren’t just those with guitars in hand, but also those holding their children, managing households, and making sacrifices for their families.

Credits
Advertising Agency: VMLY&R, Italy
Production Companies: Movie Magic International, Good People
Music And Audio: Operà Music
Chief Creative Officer: Francesco Andrea Poletti
Creative Directors: Nicoletta Zanterino, Cinzia Caccia
Copywriters: Nicoletta Zanterino, Martin Peters Ginsberg, Ali Ali, Riccardo Baita
Art Directors: Cinzia Caccia, Lorenzo Croci
Business Development Director: Barbara Ruscio Levi
Editor-in-Chief Rolling Stone Italia: Alessandro Giberti
Business Development Manager Rolling Stone Italia: Matteo Berciga
Marketing Manager Rolling Stone Italia: Veronica Dolce
Director: Ali Ali
Partner: Movie Magic International
Executive Producer: Giorgio Borghi
Executive Producers: Anna Lisa De Maria, Sarah Touma
Producers: Alessandro Naboni, Veta Chatziioannou
Dop: Pierre Mouarkesh
First AD: Dzovig Torikian
Wardrobe: Anna Zotou, Evelina Darzenta
Art Department: Maria Kalahari
Make-up: Varvara Sevdali
Gaffer: Michalis Christoforatos
First AC: Philippos Kokkalis, Vangelis Kolokithas
Editor: Neda Zag
Colorist: Karim Mira
Conform And Online: Hogarth Worldwide Italy
Partner / Project Manager Operà Music: Cristiano Joyeusaz
Partner / Mixing Engineer / Sound Designer Operà Music: Marco Massimiliano Peretti
Music Coordinator/Project Manager Operà Music: Francesco Menegat
Project Manager Operà Music: Daniela Chiara
Composer / Music Producer Operà Music: Alessandro Ciani
Voice Over Artist: DeeLayDee / I’m Not A Machine
Recording Engineer: Matt Cotterill
Contributors: Beth Wade, Theresa Notartomaso

Motor neurone disease (MND) is a terminal illness. But before it takes your life, it takes your voice.
Voice banking can help those with MND create a digital copy of their voice, so they can continue sounding like themselves even after losing the ability to speak.
Unfortunately, only 12% of those with MND have used this technology because they find the process complicated and impersonal.

“We worked with best-selling author Jill Twiss and Illustrator Nicolas Stevenson to create a story that people with MND can read to their loved ones to share what they are going through.
As they read, the system seamlessly banks their voice. The story contains all the syllables needed to create an accurate copy of their voice.”

The work was created in partnership with the Motor Neurone Disease Association and Rolls-Royce. People can read the book to bank their voice on iwillalwaysbeme.com.

More than 72% of recently diagnosed with MND are now using I Will Always Be Me to bank their voice.

Credits
Agency: VMLY&R

 

 
An intervention of the servers of the well-known recreation GTA, which takes the results of the local weather disaster to the most important metropolis of the metaverse.

To warn towards the dangers of the worsening local weather disaster and lift consciousness all through the world about its urgency and measures adaptation in cities, Greenpeace Brazil took the actual impacts of the environmental disaster into the metaverse. The modded map will probably be obtainable to customers between February twenty-second and twenty-fifth on the Kings Roleplay server and can convey environmental, social and financial modifications, in addition to unique missions with a socio-environmental focus. To strain state governors to declare a local weather emergency, the viewers can enter a hotsite that gathers details about the environmental disaster and their customers are unable to donate to the trigger and signal the group’s new petition.

Los Santos +3ºC, probably the most well-known metropolis within the gaming universe, and its residents will endure the results of maximum occasions, equivalent to flooded areas, dry reservoirs, air air pollution and a drastic lower in fauna and flora. As well as, characters will probably be required to put on masks, will tire sooner, and may have distinctive missions equivalent to rescuing local weather refugees and transporting clear water.

Credits
Advertising Agency: VMLY&R, São Paulo, Brazil
Client: Greenpeace
Campaign: Los Santos +3ºc
Tags: Climate activist group, Awareness Campaign, Grand Theft Auto, Santa Monica, Climate Change

I Am – Starbucks advertising campaign, A Starbucks store transformed into a notary office so that transgender people could get their names legally changed.

In Brazil, trans people often suffer prejudice when they don’t have their new names on official documents. The process for legally changing names is expensive and bureaucratic, and the registry offices where it happens are intimidating environments for this community.

At Starbucks, anyone who orders a drink at the counter has their name respected and written on the cup without question.
So, VMLY&R decided to invite trans people to have their names legally changed in a place where they are always welcome. The agency transformed a local Starbucks into a registry office, and participants could leave the store with official documents in their new names – free of charge.

The result was a seven-times increase in daily legal name changes for the city of São Paulo.

Credits
Advertising Agency: VMLY&R Brasil
Client: Starbucks
Country: Brazil
Award won: Cannes Glass Grand Prix
Advertisement Type: Outdoor Advertisement

Thousands of Central American migrants leave their countries searching for a better future, even during the COVID-19 pandemic. Through the language of “Social Distancing”, Amnesty International show the parallel between the distance that saves some people’s lives and how two meters are not enough for the migrant population of Central America.

Credits
Advertising Agency: VMLY&R, Colombia
Brand: Amnesty International
Campaign: Safety Distance
CEO: Catalina Sánchez
CCO: Santiago Cuesta
Creative Director: Cristian Forero Yusti
Art Directors: Andrés Gómez, Jéssica Gómez
Copywriter: Sara Vega Mateus
Illustrator: Mateo Aguirre

Since the COVID-19 pandemic, face masks became part of our everyday lives. All of a sudden, we got used to living with our smiles behind a piece of cloth. But you don’t need to see a smile to feel it. A smile is more than a facial expression; it’s a way of standing up and dealing with the adversities of life.

Credits
Brand: Colgate
Campaign: Smiles Always Find a Way
Advertising Agency: VMLY&R / Red Fuse, Paris, France
Managing Director: Peter Harrison
Global Chief Creative Officer: Fred Saldanha
Chief Creative Officer: Dimitri Guerassimov
Creative Director: Vitor Menezes
Creative Director: Ricardo Dolla
Art Director: Vitor Menezes
Art Director: Melanie Forster
Copywriter: David Dominguez
Business Director: Bruno Toporovschi
Account Director: Sindy Ng
Head Of Strategy: Elizabeth Foord
Producer: Barbara Safarova
Photographer: Mathieu Membré
Retoucher: Julien Paris

Google – Draw to Art | Doodle to discover great works of art

By: Google Arts & Culture Lab

Every great work of art started as a sketch, but what if your sketches could help you discover great works of art?

That’s the idea behind Draw to Art, a Google Arts & Culture installation in the form of an easel. It uses machine learning to match your doodles to paintings, sculptures, and drawings from museums around the world.

To create Draw to Art, we used the Sketchy database to train a neural network, teaching it to match doodles to artwork.

Sans Forgetica

Sans Forgetica is a font designed using the principles of cognitive psychology to help you to better remember your study notes. It was created by a multidisciplinary team of designers and behavioural scientists from RMIT University.

The Open Door Project

The Open Door Project is an institutional response by The Millennium School to the problem of children outside the education net. They believe that a large-scale campaign that enjoys the collective effort of private schools can help mitigate the crisis of over 8 million out-of-school kids in India. They are glad to see that Bhukkad — the film — resonates with the philosophy of The Millennium School, which has a love for learning and joyful learning as its bedrock.
Agency: FCB

A Future Without Change

Every year high school students are bombarded by university recruitment campaigns. So, while other universities showed students a perfect future, Monash University stood out by showing one plagued by problems.

VMLY&R created A Future Without Change, giving students a glimpse into what our world could become if we merely adapt to the issues we face instead of changing them.

With the help of each faculty, the team created 17 products that shouldn’t exist. These were brought to life through a multi-sensory campaign that the public could touch, hold, smell, taste and interact.

Client: Monash University
Agency: VMLY&R Melbourne

Reword

Bullying has moved from schoolyards to social media. Shielded by screens, kids often don’t consider the effect their words can really have. Headspace set out to find a way to tackle online bullying before it happens.

They created reword, an effective tool that works like a spell checker for online bullying. As a child types, this browser plug-in searches an evolving database of abusive words and phrases. When one is recognised, the child is instantly alerted with a red strikethrough, a simple symbol that encourages kids to reconsider what they write. reword has been embraced in Australia amongst children, parents and schools, and is having a genuine impact on online bullying behaviour. To date, when reword has been activated, 91% of insults have been corrected.

StorySign by Huawei

90% of deaf children are born to hearing parents, leading to communication issues, including the challenge of learning to read, which is so key to their future.

FCB Inferno created StorySign for Huawei, a free app that uses AI’s power to translate selected children’s books into sign language, delivered by Star, our friendly signing avatar.

Developed with an understanding of sign syntax to ensure a seamless translation and user experience, StorySign helps to open the world of books to deaf children and their families; users simply hold their phone up to the words on the page and avatar Star signs the story as the printed words are highlighted. This helps parents and children to learn to read together and at their own pace.

Since 2016, when the peace agreement between the national government and the FARC was signed, more than 900 human rights and environment defenders have been assassinated, turning Colombia into the most dangerous country in the world for activists. On the other hand, Colombian politicians have been spotted napping during critical sessions that could have saved many social leaders lives.

Amnesty International, together with VMLY&R Colombia, has launched a campaign inviting people to wake those politicians up by tweeting directly to their accounts and demanding protection of the defenders of these communities.

Credits
Client: Amnesty International
Campaign: Tweet A Politician
Advertising Agency: VMLY&R Colombia, Bogotá, Colombia
Ceo: Catalina Sánchez
Cco: Santiago Cuesta
Creative Director/Art: Alejandro Rojas
Creative Director/copywriter: Carlos Espinosa
Client: Daniela Camacho
Account Manager: Julián Muñoz

This campaign is about:
Creative Print Ads, Print Advertising, Best Political campaign, Advertising campaign, non-governmental organization, NGO, Public Interest

Research showed us that the smiles we take for granted have a much deeper meaning. They stand for strength and are earned by hope, courage, and love. They overcome the challenge and accept change.

Digging deeper, they realized this couldn’t be more true for the women in the Arab region. They have started to break stereotypes by driving, dancing, playing a sport, and climbing the corporate ladder. It was time for Colgate to break stereotypes of its own, especially when it comes to women.

They decided to champion what was behind a woman’s smile. Specifically, a woman who has had to endure the challenge and struggle of bringing life into this world – the mother of a newborn. Childbirth is the most transforming moment of a woman’s life where work, fear, hope, and joy come together to forge the purest and most unadulterated smile. A smiles so true, and it doesn’t even need the facial expression of one.

Credits
Advertising Agency: VMLY&R, Dubai, UAE

This campaign is about:
United Arab Emirates, Beauty, Health, Colgate, VMLY&R, Colgate Smile Strong, Print Advertising, Emotional, Advertisement

Every year during October, Movistar strengthens its efforts to raise awareness about Breast Cancer and the importance of self-examination and early detection. After months with its lights turned off due to the current context; the Movistar Arena turned on its dome lights again to show the breast self-examination movements practically and effectively. The action included tips and tools for its execution and information about the disease.

Credits
Advertising Agency: VMLY&R , Santiago, Chile

This campaign is about:
Experiential, Chile, Electronics, Technology, Health, Public Interest, Movistar, VMLY&R, Movistar Unforgettable Lights

Google sent the special pizza boxes to more than 50 influencers with the idea that they would post videos to their YouTube channels. As demonstrated in an unboxing video by YouTube personality Josh Peck

The special delivery features a customized Domino’s box with copy including “Hot, Fresh and Hands-Free” and the Pixel 4 is housed in a section titled “Premium Topping.”

ok @madebygoogle I see you with the collab of the century with @dominos for this custom pixel 4 unboxing pic.twitter.com/SQ51KxpWh4

— Sam Sheffer (@samsheffer) October 15, 2019

Google Pixel 4 “Unboxing” ???? #madebygoogle pic.twitter.com/BqOyocO6O0

— Safwan AhmedMia (@SuperSaf) October 15, 2019

Tags:
Domino’s Pizza, Google, Youtube, VMLY&R, Advertising, Brand, Google assistant, Technology, Pizza, Influencer Marketing, Google Pixel 4, Google Pixel 4 XL

After 27 years in publication, the last issue was published in March. “The Women’s Issue” does not feature any nude photos or sexist language but aims to spark conversations and raise awareness of key cultural issues such as sexual education, gender portrayal, equal rights, sexism – as well as promote diverse and progressive narratives of femininity. Profits from sales of the final issue will be used to fund equality training at schools.

https://twojweekend.pl/en

Credits
PARTNERS: Gazeta.pl, Bank BNP Paribas, Mastercard, Papaya Films, Wavemaker, VMLY&R, Fundacja Sukcesu Pisanego Szminką
EDITORIAL BOARD: Anna Budyńska, Magda Karpińska, Olga Kołakowska, Bożena Kowalkowska, Michał Rutkowski, Marzena Szkolak, Małgorzata Adamczyk, Joanna Adamkiewicz-Wolniak, Dawid Szczepaniak, Michał Wolniak, Daniel Przygoda, Katarzyna Rychowiecka, Julia Szostak, Dagny Kurdwanowska, Olga Legosz, Joanna Błaszczyk, Dariusz Maciołek, Małgorzata Witkowska, Paweł Kotowski, Anna Marciniak, Małgorzata Szczerbińska
EDITORIAL DIRECTION: Marzena Szkolak, Magda Karpińska
CREATIVE DIRECTION: Dawid Szczepaniak, Maciej Kozina
ART DIRECTION: Ewelina Wojtyczka, Adam Smereczyński
EDITORIAL COORDINATION: Bożena Kowalkowska
AUTHORS: Miłosz Brzeziński, Aleksandra Domagała, Iza Cupiał, Bartek Janiszewski, Paulina Klepacz, Olga Kołakowska, Olga Kozierowska, Rafał Madajczak, Rikha Sharma Rani, Maria Rotkiel, Michał Rusinek, Katarzyna Rychowiecka, Ola Sobieraj, Małgorzata Steciak, Jakub Szestowicki
PHOTOS: Daniel Jaroszek, Weronika Ławniczak, Paula Patocka, Małgorzata Popinigis, Bartosz Bobkowski, Albert Zawada, Zuza Krajewska, Julia Szostak
SESSIONS PRODUCTION: Ewa Kurzawa
ILLUSTRATIONS: Kasia Babis, Anna Nogalska, Beata Sosnowska, Beata Śliwińska
GRAPHIC DESIGN: Ewelina Wojtyczka
TRANSLATION: Jagoda Ratajczak
PROOFREADING: Jacek Bławdziewicz
DTP: Rafał Cieciura
PROJECT COORDINATION: Urszula Mazur, Anna Kwiatkowska
PR AND PROMOTION: Łukasz Majewski, Anna Marciniak, Małgorzata Szczerbińska, Joanna Błaszczyk, Magda Karpińska, Michał Rutkowski, Daniel Przygoda, Maria Jeppson, Edyta Werpachowska, Natalia Makowska
FACEBBOOK CREATIVE SHOP: Claudio Barreto, Edyta Kotowicz, Sunir Nair, Małgorzata Nierodzińska
CREATIVE STRATEGY AND SUPPORT: Saul Betmead, Claire Charuau, Lauren Lafranz, Jaime Mandelbaum, Debbi Vandeven

Tags:
Cannes Lions, Grand Prix, Cannes Lions International Festival of Creativity, The Last Issue Ever, Polish magazine

Credits
Brand: Cristal Beer
Campaign: #Cristalgram
Advertising Agency:VMLY&R, Lima, Peru
Executive Creative Director:Christian Sanchez
Creative Directors:Beto Noriega, Jorge Soto
Copywriter:Luis Castaneda
Art Directors:Eduardo Collazos
Client:Hernán Ugarte
Directors:Antonio Sarriá, Pedro Zamalloa
Sound:Zumba
Additional Credits:Raúl Lopez Guerra, Kathy Carrillo

Tags:
Alcoholic Drinks, VMLY&R, Lima, Peru, Best Digital Campaigns, Best Online marketing strategies, social media campaigns, Cristal Beer, #Cristalgram, Cristalgram

India Gate Rice – India Dega Aashirvad

Pick your design

4 exclusive designs, each inspired by the country’s rich heritage

The Regal Rouge
Inspired by the revered traditions and customs upheld across the northern states of India, this regal design captures the essence of the vibrant, energetic and colourful North Indian wedding.

The Enchanted Jute
Taking inspiration from the royals of western India, this opulent design pays homage to the ancestral wedding traditions that have been passed down through generations and are practiced in every ceremony seen in this part of the country.

The Elegant Ivory
Like the majestic ways of the southern states, this design encompasses the glamour, sophistication and family values. The elements used are specially created to illustrate ancestral jewellery, that is customary to be passed down to the bride to be at every wedding ceremony.

The Marigold Mirage
Simplistic, sophisticated, serene and soulful, just like the eastern cultures of this great nation. This design is minimalistic and representative of what this part of the country chooses to focus on – deep seeded values and ancestral traditions.

Credits
Advertising Agency: The Classic Partnership, Dubai, United Arab Emirates

Tags:
Ambient, United Arab Emirates, Food, Religion, India Gate, VMLY&R, India Gate Foods, The Classic Partnership, Indian Culture, India Dega Aashirvad, Hunger Campaigns, India Gate, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns, Best Innovative Campaigns, India Gate Rice