Cannes Lions

Father's Day

BADGER AND WINTERS, New York / AVON / 2016

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Overview

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Credits

Overview

Description

Our video highlighted the ways in which girls are constantly put down based on gender stereotypes about girls’ abilities and looks. But dad has something else to say to his little girl.

Execution

We created a 360 activation program with AVON to celebrate fathers that empower their daughters. The campaign launched in June 2015 with the introduction of the Father’s Day Video: “My Dad said I Could Do Anything I Wanted”.

In tandem with the video, we launched a Father’ Day Activation effort called the Parity Pledge. AVON Associates, Representatives and Consumers were asked to take the Parity Pledge, reflecting their commitment to take personal steps to create a better world for their daughters, sisters, and women everywhere. Soon, fathers around the world were signing the Pledge, too.

Outcome

The video launched globally in 32 countries across the US, South America, Europe & Asia. While the video was the main driver of the campaign in most markets, some markets chose to launch with social media using other campaign assets instead.

Different hashtags were used for the different markets:

#ThanksDadForSaying

#MyDaughterCan

#LoveMyDad

#FathersDay

#ThankYouDad

Global:

More than 102.5 million consumers were reached with the Father Day’s video campaign.

Overall, the video had 14,181,000 global views in the markets where it launched.

AVON UK:

It has had the biggest reach ever for an organic Facebook post.

YouTube view through rate of the video exceeded YouTube’s benchmark* by 3.4%

*benchmark = 18.6%

AVON LATAM (Mexico, Peru, Colombia & Argentina):

More than 1.2 million users interacted with the content.

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