ANMUM & DAD - PENGUIN
| Title | ANMUM & DAD - PENGUIN |
| Brand | FONTERRA BRANDS (SINGAPORE) |
| Product / Service | ANMUM |
| Category | D01. Social Video |
| Entrant | BBDO ASIA Singapore, SINGAPORE |
| Idea Creation | BBDO ASIA Singapore, SINGAPORE |
| Production | THE MAKERS Singapore, SINGAPORE |
Credits
| Name | Company | Position |
|---|---|---|
| Primus Nair | BBDO Singapore Pte Ltd | Executive Creative Director |
| Jennyson Rosero | BBDO Singapore Pte Ltd | Visualiser |
| Mindy Yap | BBDO Singapore Pte Ltd | Planning Director |
| Mark Ibaviosa | BBDO Singapore Pte Ltd | Senior Copywriter |
| Elysia Lim | BBDO Singapore Pte Ltd | Art Director |
| Allison Tang | BBDO Singapore Pte Ltd | Account Director |
| Fenny Kor | BBDO Singapore Pte Ltd | Account Executive |
| Jackie They | BBDO Singapore Pte Ltd | Head of Content Producer |
| Ann May Chua | BBDO Singapore Pte Ltd | Senior Producer |
| Rebecca Nadilo | BBDO Singapore Pte Ltd | Head of Planning |
The Campaign
The idea was to show that fatherhood comes naturally to all males. So we showed them how much they have in common with nature’s best dads.
Creative Execution
We drew parallels between nature’s best dads and real dads through a series of animal documentary videos. We identified one stand up animal father, the Emperor Penguin, and juxtaposed the narration against a patient dad putting his baby to sleep.
In just 3 days, the film was viewed over 2.4 million times online, an unprecedented amount for an Anmum campaign. The films garnered hundreds of positive comments from dads and mums alike. Helping Anmum reach a 536% growth in sales as compared to previous year.
The strategy was to reassure dads-to-be that being a father comes naturally. To convince them, we created films drawing parallels with nature’s best fathers to real dad. We timed the release of the films when dads are celebrated – Father’s Day. The films were released on social media and through the help of key opinion leaders.