What is happening?
You’re not going crazy. This is the same brief. BUT this is how I would’ve done it, if creative freedom were allowed.

The context.
No matter how different and unique mothers are from each other, they all share the same title. But the truth is, every “mum” is totally different from the next.

The solution. Enough with the generic gifts! Let’s help dads and kids get better at getting mum a gift that she’ll actually like.

Nudge, Nudge, Wink, Wink campaign.