Gillette - Go Ask Dad

Background:

Wanting to break ground on Father's Day, Gillette came to us for creative support. 

Creative Approach:

Through research, we found that a shocking 94% of young men go to the Internet today for advice before they go their parents. We proposed an idea that would encourage young men globally to "Go Ask Dad" this Father's Day rather than turning to their device. 

Outcome:

The integrated marketing campaign approach with "Go Ask Dad" hero film content was released worldwide - featuring father/son pairs from around the globe in multiple different languages. Accompanied by a smart social media and PR strategy, the campaign received worldwide press, including a write up in Vanity Fair, and won a Bronze Cannes Lion. 

"Go Ask Dad" is now a hallmark example within Gillette of the power of ideas that not only makes great content, but possess inherent news value.