DADS, The Movie
Overview
In partnering with Dove Men+Care on the documentary *DADS* by Ron Howard and Bryce Dallas Howard, our goal was to amplify the film’s message about modern fatherhood while highlighting an important cause: paternity leave for dads.
From interviews with the celebrity cast to the branded content we developed, we ensured that every promotional element carried a larger purpose. This campaign wasn’t just about promoting the film; it was about igniting a meaningful conversation on the importance of giving fathers the chance to be present with their kids from the very beginning.
Role
Art direction
Agency
Razorfish | Publicis Sapient
Client
Dove Men+Care
Year
2020
Launch
Prior to the release of DADS, Dove Men+Care launched its mission by tapping celebrity dad and co-founder of Reddit, Alexis Ohanian.
Alexis appeared on morning shows across the country to speak about Dove Men+Care’s $1million fund to help provide paternity leave for expecting dads. Fathers everywhere were able to apply for a $5,000 grant from the brand to help support their choice to be home with their babies, starting at day one.
Filming
On the set of DADS, we filmed candid interviews between Bryce & Ron that became branded trailers and online content for the film, all driving to the paternity leave pledge on dovemencare.com
Dadmojis
For the digital arm of our campaign, we saw an overlooked space where dads' roles as caregivers were underrepresented: emoji keyboards. For the DADS film pre-launch, we designed a set of inclusive "dadmojis" to better reflect modern fatherhood.
We then submitted an extensive petition to Unicode, calling for more inclusive caregiver emojis. Taking the conversation to Twitter and Instagram, we engaged users directly—and in January 2020, Unicode introduced an emoji of dads feeding their babies, aligning our digital efforts with the campaign’s goal of driving positive change.
Results:Just open your emoji keyboard and search "dad" to see the impact:
