Cannes Lions

Hug Your Dad

PUBLICIS NORTH AMERICA, New York / PROCTER & GAMBLE / 2016

Presentation Image
Film
Presentation Image

Overview

Entries

Credits

Overview

Description

#HugYourDad – A social film encouraging fathers and sons to start hugging again. The film ends with a simple, yet powerful message: Don’t be afraid to hug the man who made you a man

Execution

To maximize relevancy, the video was launched on Father’s Day. The campaign ran in India, Germany, Australia and Brazil during the course of 2015 (depending on when each of these countries had their Father’s Day). In each of these countries, YouTube and Facebook Video were the primary platforms where the video ran. To make the video’s execution more relevant to the social video platform where it would launch, we decided to build it with found footage, sourced from social video sharing sites such as YouTube.

Outcome

The film got more than 25 million views and was shared more than 300 000 times. During the week of Father's Day, #HugYourDad was a top 5 trending social media topic in India, which is a country of approximately 1.2 billion. It was also a top 5 performing YouTube video in India that month. Some of India's biggest celebrities shared the video on their social channels - including cricketer Rohit Sharma and actress Sanakshi Sinha. There were more than 240 blog posts written about the campaign. #HugYourDad was also the most popular Facebook post in the product category in Asia, during the week of Father's Day. But most importantly, a few more father's and their sons around the world will be encouraged to get closer, and hug.

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