P&G - Learning To Hug
Brief
Brand positioning of Fairy Non Bio, a detergent for baby clothes, was 'the power of soft'. P&G required a web film that will resonate with parents of young children.
Cultural insight
We hug our kids less as they get older. And why should we?
Idea
On Father's Day, we released 'Learning to Hug', a touching story about a dad and son that grew apart over time. "Many parents and carers will recognize the phase during which a child would rather die than be hugged at the school gates. Stephen and Ben have remained stuck in "handshake" mode ever since.*" The film was the most engaged branded content film on Father's Day in the UK and the most successful branded content film in P&G fabric care history.
Directed by Amanda Blue. Father and son are not actors.
