MOM YOUR WAY

T.J. Maxx Mother’s Day Campaign

Be a mother first, but don’t lose your identity. Be confident in your body, but don’t be sexy. Love your children, but don’t spoil them.
No one experiences unfair & unrealistic societal expectations quite like a mom.

Well, that’s enough of that. For Mother’s Day, T.J. Maxx thought it was about time to flip the script on all the things mom’s “shouldn’t” do to encourage them to do the most important thing of all—whatever the hell they want.

Agency: MullenLowe
Client: T.J. Maxx