What is a rock star? In short, the term refers to a famous rock musician. Although it is usually associated with music, a rock star can be used to describe someone courageous, successful, confident, and who has a positive attitude. A rock star is someone who experiences excesses and sleepless nights and if you’re wondering where all these superstars went, it’s probably because you’re looking in the wrong direction.

You don’t have to look for these rock stars on the stage, but rather in your own home. It is the mothers around the world who truly do justice to the term. Those who, since the COVID-19 outbreak, have managed to juggle between personal and professional life in a context never experienced before.

Out of this insight, “Rockin’ Mamas,” Rolling Stone Italy‘s international campaign is born, bringing a tribute to these rock stars while also raising awareness about the difficult situations they have been facing since early 2020. Developed with the help of VMLY&R Italy, the initiative, which is “a cry of rebellion from mothers all over the world,” launched on Rolling Stone Italy’s social channels before rolling out to the global markets, such as the US and Brazil.

The campaign’s centerpiece is a 90-second-long video, directed by award-winning director Ali Ali and produced by Movie Magic International and Good People. Featuring real-life moms from around the world including English singer DeeLayDee who lent her strong voice to this project, the film is a rock ode dedicated to these incredible women.

“The campaign was inspired by a truth that we’ve always known, but not acknowledged enough. We wanted to put this truth in the spotlight: Our society has been used to the ‘super-mom’ myth, where struggle and sacrifice are celebrated and cherished and multitasking is a pride. That gives ground to leaving most of the family load on mom’s shoulders assuming they can easily juggle work and private life even in an unprecedented situation, such as a pandemic,” said Nicoletta Zanterino and Cinzia Caccia, Creative Directors at VMLY&R Italy.

The responsibilities that have fallen on moms’ shoulders and the endurance “tour” they have been on during the last year would make even those who are used to world tours feel exhausted. Divided between Zoom calls, family, shopping, and other tasks, these are the heroes we have to thank and “make sure that they can cancel some dates from their daily world tour.”

“Rockin’ Mamas is an idea born of passion — it found increasing momentum in the process as we all realized the importance and impact of mothers in our lives. The truth is, it’s not a celebration of mothers by suggesting ‘Keep going in this unsustainable way, moms. You are good at it.’ Instead, it’s a cry of protest about what happens inside our homes and beyond. A huge shout-out to Rolling Stone Italy’s team who have been incredible collaborative partners. Thanks to Movie Magic International, Opera Music, Hogart, DeeLayDee, and last but not least, thanks to director Ali Ali. VMLYR’s power girl team: Nicoletta, Cinzia, Barbara: You rock. Covid sucks,” adds Francesco Poletti, VMLY&R Italy Chief Creative Officer.

Alessandro Giberti, Editor-in-Chief of Rolling Stone Italy, concludes: “We are incredibly proud of this campaign and its powerful message: Rolling Stone does not just mean music, we are also at the forefront to fight the battles that matter. Projecting limelight on how all moms’ lives have become harder since the pandemic hit all over the world was a moral imperative. Here, we are saluting their courage and resilience in our very own way.”

Mothers from all over the world are rock stars and with this campaign, which will be developed throughout the month of May via social and digital activations, Rolling Stone brings a tribute to them while encouraging the audience to learn that alert multitasking shouldn’t be moms’ rhythm of life.

Credits:

Agency: VMLY&R Italy

Chief Creative Officer: Francesco Andrea Poletti

Creative Directors: Nicoletta Zanterino, Cinzia Caccia

Copywriters: Nicoletta Zanterino, Martin Peters Ginsberg, Ali Ali, Riccardo Baita

Art Directors: Cinzia Caccia, Lorenzo Croci

Business Development Director: Barbara Ruscio Levi

Client: Web Magazine Makers – licensee Rolling Stone for Italy

Editor-in-Chief Rolling Stone Italy: Alessandro Giberti

Business Development Manager: Matteo Berciga

Marketing Manager: Veronica Dolce

Production Companies: Movie Magic International, Good People

Director: Ali Ali

Partner Movie Magic International/Executive producer: Giorgio Borghi

Executive Producers: Anna Lisa De Maria, Sarah Touma

Producer: Alessandro Naboni, Veta Chatziioannou

DOP: Pierre Mouarkesh

First AD: Dzovig Torikian

Wardrobe: Anna Zotou

Wardrobe: Evelina Darzenta

Art Department: Maria Kalahari

Make-up: Varvara Sevdali

Gaffer: Michalis Christoforatos

First AC: Philippos Kokkalis

First AC: Vangelis Kolokithas

Editor: Neda Zag

Colorist: Karim Mira

Conform and Online: Hogarth Worldwide Italy

Music and Audio: Operà Music, 300 Acre Studios

Partner / Project Manager: Cristiano Joyeusaz

Partner / Mixing Engineer / Sound Designer: Marco Massimiliano Peretti

Music Coordinator/Project Manager: Francesco Menegat

Project Manager: Daniela Chiara

Composer / Music producer: Alessandro Ciani

Voice over artist: DeeLayDee courtesy of “I’m Not A Machine”

Recording Engineer: Matt Cotterill

Contributors: Beth Wade, Theresa Notartomaso