Cannes Lions

FOAMIE

BBDO INDIA, Mumbai / PROCTER & GAMBLE / 2015

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Overview

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Credits

Overview

Description

On Father's Day, Gillette inspired sons to celebrate their first role model, their fathers, with the timeless father-son ritual of the first shave with 'Foamie with Dad' (a selfie of a father and son harking back to the day that a father thought his son to shave). The campaign was launched on father's day through print and social media. Here Gillette asked sons to click and share a 'foamie with Dad' to celebrate their fathers.

Execution

Fathers are their son's first role model. But unlike the west, in India, the father son relationship is more formal and restrained ? they share very few moments of emotional bonding, unlike mothers and sons. But the one father-son moment that is timeless and can't be taken away from their relationship even when sons grow up is the time when a father teaches his son how to shave for the first time. Gillette, as a brand, inspires men to be the best that they can be, decided to bring Indian fathers and sons closer.

Outcome

On Facebook:

· Total Reach: Over 20 MM

· Total interactions: 432,014 including 167696 likes, 2741 comments and 2620 shares

On Twitter:

· #FomieWithDad trended in India

On Instagram:

· Growth in followers: 300% since inception

The activity got sons closer to dads and the brand closer to consumers

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