Campaign Spotlight

Campaign Spotlight: R/GA and Samsung celebrate mothers in #MakeMomEpic social campaign

NEW YORK, USA – This Mother’s Day, R/GA and Samsung have teamed up to give Gen Z a remarkable way to show the world just how epic they think their moms are. Mom’s don’t always see how epic they are and kids don’t always tell them just how much they admire and respect them, so Samsung has set out to bridge that gap.

R/GA and Samsung are enabling and empowering their creators to show the world, and more importantly, their own mom, that she’s far from basic, on TikTok, and Instagram. The entire campaign will be captured #withGalaxy S21, the phone built for just that.



The song chosen for the campaign is Mommy by Missy Elliott, a momentous song, by a renegade singer that defines how incredible moms are. The lyrics of the song also accentuate that the focus is not on how a mom looks, but what makes mom epic. Creators will enter the #MakeMomEpic challenge on TikTok by lip syncing and dancing to ‘Mommy’, share “everyday” photos of mom with the beat of the track, and end off with a frame of her. Just like the video component of the TikTok Challenge, creators can also capture mom in all her epic glory in a still portrait, utilizing the Galaxy S21, and share it to their Instagram Feed.

“Moms are one of the most magnanimous people on this planet, and to everyone, mom may be the most epic person they know, but she’s the least likely to see it in herself. We worked with R/GA to enable and encourage a new generation, Gen Z, to capture portraits that do justice to the hero they see in their mom, in ways that they are great in: TikTok and Instagram. We’re excited to see them celebrate their moms in a fun and fresh way, and for moms to be elevated and recognized this Mother’s Day,” said Jung Suh, Head of Digital Marketing, Samsung Electronics.

“The #MakeMomEpic campaign was an incredible collaborative effort with our R/GA offices across the globe and an immense creative opportunity to show the world how epic moms are. By bringing Missy Elliott and her music to this year’s campaign, alongside making real moms from all over the world the true heroes of our campaign, we were able to build on all of our bold, genuine, authentic social work for Samsung in a meaningful celebration of moms – the most incredible people in our lives,” said Sasha Shor, Group Creative Director, R/GA New York.

“With Gen Z being the first generation of true digital natives, Samsung wanted to leverage the power of social media platforms to create meaningful connections, especially with their moms this Mother’s Day. We were able to bring this to life globally through a truly global one R/GA team, collaborating across offices and augmenting our local expertise with Global and Regional teams to bring the best in class to every client, in this case, Samsung,” said Methavee Tontaveetong, Senior Account Director, R/GA Singapore.

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