2019 Winner
Dove Men+Care
#TakeTheTime
Mindshare
BronzeBest Use of Content - Best in Branded Content
In March 2019, the Canadian government passed legislation affording new fathers five weeks of paternity leave. Seen as a historic win for parental rights, not everyone was having it. Aside from the fact that only 12% of fathers in English Canada take parental leave (with 73% saying there’s little workplace support and 21% fear losing their jobs), strong social stigma meant dads choosing to bond with their babies were labelled as wimps. To dispel the misperception, Dove Men+Care launched “#TakeTheTime,” a video series that follows the heart-melting highs and barfy lows of fatherhood over five weeks of leave. Additionally, OOH kiosks captured public sentiment of more than 50,000 Canadians who shared their opinion on paternity leave via live polls. With over 110 million impressions across OOH, social and online, Dove Men+Care disrupted the notion that men are not supposed to take paternity leave.
Credits
Media Agency: Mindshare Canada Manager, Media Planning: Nevena Petkovic Account Manager, Social: Nataliia Lapun Senior Associate, Digital Trading: Michael Hufana Account Supervisor, Social: Amy Turkovich Strategy Director: Michael Marcy
Ogilvy Credits:
Chief Creative Officer: Brian Murray Art Director: Samiir Mussa Copywriter: Max Oss Rech Copywriter: David Weaver Broadcast Producer: Sharon Nelson-Bailey Print Pro Producer: David Scanlon Account Lead: Aviva Groll Account Supervisor: Beth Blatch Account Executive: Kemal Sehoglu Strategic Planning Director: Michelle Lee Planner: Robyn Hutman
Production: Production House: Spy Films Director: Tamir Moscovici Production House Producer: Matt Wiele DOP: Tamir Moscovici Editing House: Outsider Editorial Editor: Chris Murphy Assistant Editor: Calum Moore Audio: Toast and Jam
Client: Unilever, Senior Marketing Director: Daniel Alter Unilever, Dove Marketing Manager: Leslie Golts Unilever, Dove Men+Care, Brand Manager: Kristen Denega Unilever, Dove Men+Care, Assistant Brand Manager: Courtney Dodds
PR Agency: Edelman Canada Account Director, Client Strategy: Kristine Moshonas Account Director, Influencer: Sara Rezaee Senior Account Executive, Earned Media: Max Mosher Account Director, Crisis and Risk: Sarah Attia
Senior Manager, Insights and Analytics: Richelle Batuigas