The Campaign

We made a candid video of young fathers who just had their first child to rethink about their own fathers and how they relied on them. To young fathers who have their children less than 40 months old, a candid video was taken, telling them to just precede a study on a child learning development. The questionnaire was given to the participating fathers and it includes a series of some questions– “Have you ever seen your baby is sleeping on the bed?”, “When was the last time you said, “I love you” to your children?” and so on. By changing the objects of same questions, the different questionnaire was newly given to them and it let them rethink about their own fathers, not their children. The fathers were surprised and deeply-touched when they had suddenly noticed their fathers’ interview scenes through the video in the room.

Creative Execution

Implementation : 20 young fathers who have their children less than 40 monthis old were recruited and the candid video was executed during their interviews. Timeline and Placement : From November 18, 2015 to December 31, 2015 on YouTube and Facebook platforms

Through YouTube and Facebook social platform, by just one day of its release, we achieved 2,680,000 views, and in 2 months, we achieved 11,320,998 views through this candid video. 1. YouTube?5,714,241 views (32,085 shares, 5,548 Likes, 596 Comments) 2. Facebook?5,613,800 views (106,210 shares, 160,322 Likes, 36,850 Comments) 3. Blogs : 4,295 posts 4. News Articles(Press release and featured articles)?56 on print and online news sites 5. Broadcasting : 8 news videos

- Approach : 20 young fathers who have their children less than 40 monthis old were recruited and the candid video was executed during their interviews. - Target Audience : Young generations who are willing to find more new media and social media platforms - Relevance to platform : We selected social media platforms including YouTube and Facebook to be familiar to young generations.