The One Show
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Category
Social Post / Real-time Response
Annual ID
OS24_SM055M
About the Work
A new baby, a new dad, a new very live ad.
On Father’s Day 2023, Dove Men + Care celebrated with the newest fathers in America, in a 24-hour long campaign featuring UGC portraits of new dads.
As midnight struck at the beginning of Father’s Day, we partnered with families and specialist birthing photographers in hospitals across the US to capture dads coming face to face with their newborn babies. These visceral portraits of emotion and connection, caught as fathers embarked on a completely new journey of care, were immediately shared live on social as well and synchronised to 1,700 DOOH sites across New York City.
And as part of our continued fight for increased paternity rights for new fathers, every featured dad received a Dove Men+Care Paternity Grant, to make the first special moments of fatherhood last that little bit longer. When Father's Day ended so did our campaign, which saw 10 new fathers welcome 11 babies into the world and celebrated by a whole city.
On Father’s Day 2023, Dove Men + Care celebrated with the newest fathers in America, in a 24-hour long campaign featuring UGC portraits of new dads.
As midnight struck at the beginning of Father’s Day, we partnered with families and specialist birthing photographers in hospitals across the US to capture dads coming face to face with their newborn babies. These visceral portraits of emotion and connection, caught as fathers embarked on a completely new journey of care, were immediately shared live on social as well and synchronised to 1,700 DOOH sites across New York City.
And as part of our continued fight for increased paternity rights for new fathers, every featured dad received a Dove Men+Care Paternity Grant, to make the first special moments of fatherhood last that little bit longer. When Father's Day ended so did our campaign, which saw 10 new fathers welcome 11 babies into the world and celebrated by a whole city.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
Ogilvy New York / New York
Media Agency
Mindshare / New York
PR / Marketing Agency
Edelman NY / New York
Associate Creative Director
Ellen O'Donnell
Zach Buckner
Chief Strategy Officer
Zoe Hamilton
Executive Creative Director
Daniel Fisher
Executive Producer
Marisa Bursteen
Global Chief Creative Officer
Liz Taylor
Photographer
Jennifer Mason
Monet Nicole Moutrie
Design Executive Creative Director
Dave Towers
Global Creative Director
Rob Butcher
Global Executive Creative Director (Unilever) & Special Projects
Daniel Fisher
Global Executive Creative Director - Unilever
Andre Laurentino
Global Group Creative Director
Angus George
Johnny Watters
Noel Hamilton
Group Strategy Director
Jordan Weil
Senior Designer
Verity Grace
Account Director
Rachel Passman
Account Manager
Caroline Boutte
Account Supervisor
Cristina Martín
Casting Director
Lizzie Knowles
Content Director
Rosalind Cassels
Content Manager
Imogen Rashbrook
Deputy Head of TV
Chris Chapman
Director of Print Operations, Americas
Lisa Garcia
Director of Print Project Managers
Gina Bacile
Global Associate Brand Manager
Alex Auguste
Global Associate Marketing Director
Glenn Racioppi
Global Brand Director
Alejandro Fieconni
Global Brand Vice President
Augusto Garzon
Global Client Lead
Jo Bacon
Global Client Partner
Siva Clement
Global Head of Operations
Barney Voss
Global Senior Project Manager
Jay Perez
Head of Art Production
Sarah Thomson
Influencer Marketing Agency
Billion Dollar Boy / New York
Mechanical Artist, Print
Kevin Sullivan
Senior Account Director
Lisa Turek
Senior Art Producer
Jonathan Nixon
Senior Content Manager
James D'Amario
Senior Vice President, PR
Kristen Hoy
Senior Writer
Jim Reader
Social Marketing Agency
Not Actual Size / London
Studio Director, Print
Alex Ng
Linda Chen
Vice President, PR
Jessica Ostrau
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