M Y E R / D A D Y E A R S
C O N C E P T / A R T D I R E C T I O N
Fatherhood is often represented in the binary - You’re a Father or your not. But Fatherhood isn’t static. What it means to be a Dad - the nature of the role changes and how you approach it. It evolves over time as you and your dad grow.
C E L E B R A T E T H E D A D Y E A R S
This campaign understands that being a dad evolves, but every point along the path deserves to be celebrated. We used that exact journey to help customers buy relevant gifts for their Father’s day. A dad to a baby is in the sleep deprived years, so a perfect gift for him might be a coffee machine. Whereas a grandpa is in the years when he sees the family for Sunday lunch, so a polo might suit him best!
This campaign came to life through video, in-store events and fit out, a 60 page catalogue, digital roll out across web and social & OOH media to make sure that we got infant of as many eyes possible!
P: CHRIS FERGUSON
