The Glue Society’s Alice Cogin and Millicent Malcolm understand the appeal of Mamamia. It boldly goes where others fear to tread. They have also gone where others fear to tread to give Mamamia a kick-arse campaign film. Like Mamamia, their film, Nobody Speaks To Me Like Mamamia, “tells it like it is”.
It’s something of a brand refresh for Mamamia, which has never shouted about its assets with the same boldness that characterises its podcasts and articles. Mamamia tells it like it is about things that other media won’t touch or are coy about and that makes it stand out.
The pair wrote and directed the film in partnership with the all-female editorial team at Mamamia. The result is exactly what women want and need. It’s provocative, eye-catching and most importantly, it’s very personal. It talks woman to woman, not brand (or platform) to consumer. As a bonus for both Mamamia and its audience, it’s also fun. Fun gets shared. The film reminds women of some of the stories Mamamia has delved into and topics that women would (really, really) like to be brought out into the open.
Alice Cogin stated, “When we first met the Mamamia team, we had our own preconceptions about the brand and its relevance to us, personally. However, when we engaged with the podcasts and articles, the more we started thinking to ourselves ‘why aren’t more people talking about this?’. There were things we learnt about our own bodies and lives through our exploration of Mamamia’s content that frankly we should have learned years ago. And so, through this work we have not only helped to create a campaign we’re really proud of but have become fans in the process.”
Rob Farmer, Mamamia’s group director of marketing and partner solutions, added, “Nobody speaks to me like Mamamia is a long-term platform grounded in what is distinctive about the Mamamia experience for women. We’re at the beginning of all the ways we can express it across media, and over time, it’s an exciting moment. The Glue Society and Revolver have been excellent, insightful partners to create and produce the platform with.”
The film was shot, edited and finished at The Glue Society Studios in Alexandria via Revolver.
Co-founder & Chief Creative Officer: Mia Freedman
Co-founder & Chief Executive Officer: Jason Lavigne
Group Director, Marketing & Partner Solutions: Rob Farmer
Head of Content: Holly Wainwright
Head of Partner Strategy: Caitlin Bailey
Social & Audience Development: Lily Allsep
Directing Collective: The Glue Society
Writers & Directors: Alice Cogin & Millicent Malcolm
Production Company: Revolver
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Jimmy Truong
Director of Photography: Rob Farley
Production Design & Wardrobe: Bou Design House
Make-up & Hair: Tracy Terashima
Post Production: The Glue Society Studios
Editor & Colourist: Scott Stirling
Sound: Otis Studios
Casting: Toni Higginbotham Casting
Soundtrack: Ahlia Williams, I’m Your Man