The simple and only objective of this campaign was the promotion of the advertising agency Mother London at Christmas to an audience beyond the advertising industry. On a low budget, we created an idea that we intended to get as famous as possible in conjunction with the Mother name, purely for promotional purposes.

Within a matter of hours, the picture became photo of the day for The Guardian, The Huffington Post, Newsnight and The Daily Mail. It made the front page of the Sun website, and page two of the physical paper. It was featured in the physical papers of The Daily Mail, Daily Express, The Independent, The Telegraph and Sunday Times News Review. Over 5 million people tweeted the picture, making it the most successful ‘Mother Christmas card’ ever and propelling the agency name into mainstream culture.