Elvie #FreeTheFeed

Forget the chocolate and flowers for Mother's Day 2019, because this year, Elvie wanted to give new mums a bigger and breastier gift; the freedom to feed and pump with pride.

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Apr 05, 2019
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Forget the chocolate and flowers for Mother's Day 2019, because this year, Elvie wanted to give new mums a bigger and breastier gift; the freedom to feed and pump with pride. But in order to do that, they needed to smash the taboo around breastfeeding and destigmatize the subject. So, what better way to do it than by inflating five giant breasts, all of varying size and skin tones, across the London skyline, inviting anyone who has ever felt shamed or confined when feeding in public to #freethefeed.

Go to the profile of Mother London

Mother London

Mother is one of the world’s most respected, independent creative companies. We started around one table with three people, all of whom shared the washing up. 22 years on, Mother has offices in London, New York, Los Angeles and Shanghai. From fast moving retailers and brands with global scale, to local jewels with local needs; we create ideas that are embraced by popular culture and deliver more powerfully as a result. Our ambition is to be a destination for the most creative minds in the world - this includes our clients. We are Campaign’s Agency of the Year, 2018 and Adage’s International Agency of the Year, 2018.

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