Connected Fathers
client
LIBERTY
campaigN
Connected Fathers
BRAND
LIBERTY
services
Creative Concept
Content
Influencer Management
Social
Creative Development
Media Strategy
Brand Strategy
Production
Brand Experience
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Challenge
For Father's Day, we needed to raise awareness about the new fatherhood.
The traditional conception we have has always limited the role of fathers to being economic providers and authority figures, resulting in emotional disconnection and less involvement in child-rearing.
Solution
To bring the topic of new fatherhood to the forefront, we met with the toughest rapper on the island to break the stereotypes of what a father is expected to be.
We created a disruptive freestyle that we launched on Father's Day to address what really matters: the connection between fathers and children.
Engagement rate
Positive sentiment
