Mother‚s Day has traditionally been celebrated with last-minute flowers, hand-drawn cards and macaroni art. NickMom wanted to give moms a gift that acknowledges the realities of motherhood. Something with some attitude, something that celebrates moms for what they actually are: badass. Seriously, if you give birth to a screaming human, you‚re pretty tough.

Launch the campaign
Published
July 2013
Topics

The Story

Mother‚s Day has traditionally been celebrated with last-minute flowers, hand-drawn cards and macaroni art. NickMom wanted to give moms a gift that acknowledges the realities of motherhood. Something with some attitude, something that celebrates moms for what they actually are: badass. Seriously, if you give birth to a screaming human, you‚re pretty tough.

Nothing says "tough" like a tattoo, so NickMom launched Sick Tats For Rad Moms on mobile devices. It was a virtual tattoo studio where you could take a photo, select a tattoo, then upload it to social media. It was a natural fit for mobile platforms because of the standard presence of a decent-quality camera.

The Technology

The Results

Sick Tats For Rad Moms took some of the syrupy sweetness out of Mother‚s Day and replaced it with a sense of humor shared by real moms. Baby-making ladies were treated to something that truly celebrated the reality of "life‚s most important job".

41,000

Visits to the virtual tattoo studio

1,318

Hours spend inking sick tats on rad moms

5,000

Number of sick tats made

Launch Date 11 May 2013