Brands talk about themselves so often that sometimes it feels like they only care about their own success. Because of this, people start to see them as faceless machines rather than someone who truly understands them. And during Black Friday, this brand noise becomes even louder — discounts, sales, 80% off everything.
But in November there is another reason worth remembering — Mother’s Day. A warm and meaningful holiday that deserves just as much attention as the another discounted jacket.
So we decided to pause the price noise and remind people about something simple and important — don’t forget to congratulate your mom.
For this campaign, Magnit broke a usual brand rule — carefully protecting its name and logo. On November 24, for one day, a store in the Khamovniki district (Malaya Pirogovskaya St., 17) changed its name to a word that feels closer and warmer than any brand name — "Mom."
We also reminded people about the holiday in digital. In a Telegram chatbot, users could create a magazine-style cover with a photo of their mom, so every mom could feel like a real star. The activation was also supported on social media by another big "red" brand — M.Video.
The result was warm, sincere, and noticeable — the focus was on celebrating moms, while the brands stayed in the background.