Aussie tea brand T2 launches Mother’s Day campaign by isobel

t2 mother's day

Creative agency isobel has launched a hilarious new global advertising and creative campaign for T2, the first created by a UK agency for the Australian tea brand.

T2 Mother’s Day campaign

Mother’s Day is full of cliché’s, the agency says, from the cheesy cards to cheap flowers or the last-minute box of chocolates. But mums deserve better, the campaign summary says – and we’re definitely not arguing with that. 

“They’ve put up with so much over the years and they deserve a gift with more thought behind it”, it adds. 

Enter T2, a tea brand with indulgent flavours and gorgeous ‘teawares’ that will help you raise your gift game and show your mum you really care.

The campaign encourages people to “make up for everything” this Mother’s Day, and uses frankly hilarious real life photographs sourced through social media channels to show a number of ways that people have really put their long suffering mums through it. 

From kids drawing on the walls, to teens sneaking out of the house and ruining school photos with outrageous hair styles, the images cover most of our sins. 

The campaign will run on digital display and paid social, as well as all owned channels online and in store.

Sarah Humphreys, Account Partner at isobel, said: “We wanted to make people smile as they reflect on all the things they may have put their mums through growing up, and encourage them to make this Mother’s Day different. 

“The UGC element of this campaign makes it even more meaningful as we were able to source images from real life situations.”

The campaign will run in the UK until Mother’s Day, and then roll out ahead of Mother’s Day in the US, Singapore, Australia and New Zealand.