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Mother London gets maternal with a rooftop inflatable celebrating breastfeeding

Mother London celebrated its namesake holiday, Mother’s Day, on Sunday (26 March) by installing a large breast upon its office in one of the adworld’s weirder out of home executions.

The activity was centred around the free-the-nipple movement; how there is still a stigma around breastfeeding in the UK. To tackle the issue, it latched a giant inflatable boob to its rooftop.

The agency said: “This was our Mother’s Day project. A celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices.”

It ran a hashtag with the campaign, #freethefeed, which resulted in the public sharing some candid pictures of the rooftop boob at Mother London’s HQ in London's Shoreditch.

It wasn't the only absurd work to come from the agency last week. It also debuted a MoneySuperMarket ad featuring a jubilant He-Man baddie Skeletor.