What do mothers and motherf&*kers have in common? Ritual’s Trace Like a Mother showcased the brand’s—and moms’—unapologetic obsession with ingredient transparency and quality in an irreverent, stylish campaign. Featuring a film directed by Sundance winner Kate Hollewell, along with streaming, social, and disruptive OOH elements, the campaign made Ritual’s commitment to traceability impossible to ignore.

WINNER: CLIO BRONZE AWARD / ADAGE, HEALTH CARE MARKETING AWARDS / OMMA FINALIST / ADS OF THE WORLD / SHOTS / LITTLE BLACK BOOK