Role: Strategic Planner
Client: SEAT Spain
Industry: Automotive
Platform: Facebook
Location: Barcelona
Year: 2024
Context
The concept of fatherhood has evolved to reflect a more holistic approach to care and nurturing, transcending traditional boundaries of what constitutes fatherly duties having broadened significantly. This evolution is a positive step towards greater gender equality and the recognition of the diverse ways in which individuals can express care and commitment.
The Problem
The traditional concept of fatherhood has long been characterised by the roles of provider and disciplinarian within the family dynamic. However, as societal norms evolve, contemporary perspectives on fatherhood have undergone a significant transformation. Today, there is a growing recognition and appreciation for the multifaceted nature of paternal roles, which now encompass a more nurturing and emotionally involved dimension.
The Insight
Fatherhood can be a multifaceted experience, whether it’s through raising children, caring for pets, tending to plants, or contributing to the community and the world. It’s a celebration of nurturing, guidance, and the positive influence one can have on the lives of others.
Creative strategy
The Many Faces of Fatherhood is a campaign to recognize and honour the various ways of fatherhood in all its forms. It’s about acknowledging that fatherhood is not a one-size-fits-all role but a spectrum of responsibilities, emotions, and experiences that enrich lives and communities.
MY CONTRIBUTION
• Cultural Analysis
• Consumer Research
• Creative Brief & Strategy
• Insight Generation
• Creative Ideation
