Fresh Awards: Mrs McSweeney

If you don't wear a tie to work, you haven't got a proper job. That's what most mums think.

They'll never understand advertising. And no matter what household brand you've worked on, it doesn't compare to the 100m Swimming Badge you won back in school.

So what can you do to make mum proud again? Win a Fresh Award of course. That was the idea behind McCann Birmingham's 2012 Fresh Awards identity.

The campaign uses actual mothers of well-known UK regional Creative Directors to get across their disappointment in their offspring's chosen career. Full of 'in jokes' and nods to clients, the ads poke fun at the individuals and to the industry in general.

And hopefully gave mums an award to put in the glass cabinet next to Will and Kate's commemorative plate.