Inspiration #2: Chanel’s Mother’s Day campaign 2020

Today I came across an Instagram post revisiting Chanel’s Mother’s Day 2020 campaign. It launched right in the middle of Covid-19, when we were all confined to our homes and many parents were juggling remote work with their children racing through the living room.

In Barcelona, I was one of the few people allowed outside thanks to having a dog. I still remember spotting the billboard at the bus stop in front of my flat and pausing there, smiling softly, taking in what felt like the most honest, beautiful, and deeply moving campaign I had ever seen.
I remember thinking: this is how a campaign should be.

If we put the commercial side aside and look at it purely from an artistic perspective, it isn’t about pushing a product, grabbing attention, or trying to seduce the viewer. It’s about reaching people somewhere real — making them smile, perhaps even bringing a tear to their eyes. That’s how something stays with you. That’s how a campaign becomes unforgettable.