Mother London celebrated its namesake holiday, Mother’s Day, on Sunday (26 March) by installing a large breast upon its office in one of the adworld’s weirder out of home executions.
The activity was centred around the free-the-nipple movement; how there is still a stigma around breastfeeding in the UK. To tackle the issue, it latched a giant inflatable boob to its rooftop.
The agency said: “This was our Mother’s Day project. A celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices.”
It ran a hashtag with the campaign, #freethefeed, which resulted in the public sharing some candid pictures of the rooftop boob at Mother London’s HQ in London’s Shoreditch. (source)