Happiest Mother's Day | Oxfam

Happiest Mother's Day | Oxfam

The Brief

To provide a celebration for mums around the world that drove awareness, participation and ultimately donation for Oxfam's Mother Appeal.

The Response

We  brought together tech and art to the create the Worlds Largest and Happiest Mother's Day. The Happiest Mother’s Day Card was a giant canvas that was divided up into lots of little squares. When a member of the public goes online and dedicates a square to their mum via the website, the artist will paint within that square and bring it to life at our event at Westfield Shopping Centre. This means the more people that take part and celebrate their mum, the more  of the card would grow and blossom.

Launching at an event at Westfield London it was supported by a social and digital campaign that drove awareness and participation. During the five days it was live, users could watch a live video stream of the artist working on the card and see the card grow.

I was lead creative working with the Proximity London team in developing a real-time giant Mother’s Day card for Oxfam, responsible for the concept and visual design to this complex responsive site leading the visual design, UX/design and the customer journey which incorporated live video feeds, payments and social media implementation.