Recognized by Cannes Lions, One Show, Clios, Canadian Marketing Awards, IABC Gold Quills, Media innovation Awards and Grand Prix at Crafting Brands for Life.

This campaign set out to dispel the stigma around taking paternity leave. Canadian fathers can share up 18 months of parental leave with their partner. Yet only 12% of fathers in English Canada use any of their benefit at all.

We were halfway through production when the Government of Canada announced new legislation that would provide 5 weeks of use-it-or-lose it paternity leave. We pivoted, incorporated the 5 weeks into our campaign, and even moved up our delivery date to launch on the day of the new legislation. (So nimble of us.) The integrated campaign contains OOH, social, online video, interactive voting kiosks, influencers and more. The data collected during the launch phase of the campaign then formed the foundation of the campaign's second wave, which launched on Father's Day.

The success of this campaign contributed to Ogilvy Toronto being given a large portion of the DM+C global account.

Short Film

Coverage

The campaign was covered by HuffPost Canada, Toronto Sun, News 1130, Am 800, Global News Radio, CHCH Morning Live, CityNews, the Daily Hive and more, amounting to more than 84 million combined earned impressions.

The campaign generated 45% of the conversation on the day of the new legislation.

Credits

Unilever / Senior Marketing Director: Daniel Alter / Marketing Manager: Leslie Golts / Brand Manager: Kristen Denega / Assistant Brand Manager: Courtney Dodds / Agency: Ogilvy / Chief Creative Officer: Brian Murray / Art Director: Samiir Mussa / Copywriter: Max Oss Rech, David Weaver / Broadcast Producer: Sharon Nelson-Bailey / Print Pro Producer: David Scanlon / Account Lead: Aviva Groll / Account Supervisor: Beth Blatch / Account Executive: Kemal Sehoglu / Planner: Robyn Hutman / Production House: Spy Films / Director: Tamir Moscovici / Production House Producer: Matt Wiele / Editor: Outsider Editorial / Audio: Toast and Jam