Mother’s Day is a day to celebrate everything mothers do for their children. So what better time to give new mums something special to treasure:

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An imperfectly perfect family album.

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Parenting doesn’t come with a stylish set of filters, let alone time to use them. Our goal, to stop the curating, and start embracing the horrors along with the triumphs.

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We encouraged users to sign up for a chance to win one of 500 albums, using a series of short videos comprised of user generated content. 

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We commissioned an illustrator to design a set of 40 hashtags to celebrate the perfect and imperfect milestones in the first year of a newborn's life.  

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Each time a winning user posted an image on Instagram using one of the pre-determined hashtags, we automatically printed and delivered their photos for them to keep forever.