2020 Winner

CASE SUMMARY

n March, as new Canadian legislation took effect, providing parents with an additional five weeks of paternity leave, Dove Men+Care launched a campaign to help dispel stigma and encourage men to “Take The Time.” At the time, only 12% of fathers in English Canada made use of their benefits. Over five weeks, Ogilvy documented the lives of five fathers on paternity leave, capturing everything from diaper changes and spit up to smiles and tears. It then worked with Dove to juxtapose those experiences against negative online comments that cast men’s roles and responsibilities as breadwinners, not caregivers. The campaign spanned out-of-home kiosks, social ads, PR and influencer, and a website was created that invited Canadians to share their opinions on paternity leave via live polls.

Credits

Client: Unilever / Senior Marketing Director: Daniel Alter / Marketing Manager: Leslie Golts / Brand Manager: Kristen Denega / Assistant Brand Manager: Courtney Dodds / Agency: Ogilvy / Chief Creative Officer: Brian Murray / Art Director: Samiir Mussa / Copywriter: Max Oss Rech, David Weaver / Broadcast Producer: Sharon Nelson-Bailey / Print Pro Producer: David Scanlon / Account Lead: Aviva Groll / Account Supervisor: Beth Blatch / Account Executive: Kemal Sehoglu / Planner: Robyn Hutman / Production House: Spy Films / Director: Tamir Moscovici / Production House Producer: Matt Wiele / Editor: Outsider Editorial / Audio: Toast and Jam / Media: Mindshare / PR: Edelman