PROJECT GOAL
#AFathersLullaby is a continuation of the brand's new mission: to empower individuals to take ownership of their narratives. As the brand's Father's Day campaign, #AFathersLullaby celebrates the diverse experiences of Black fatherhood and the profound bond between fathers and their children.
THE APPROACH
#AFathersLullaby invites audiences to embrace the power of storytelling and celebrate the unique sounds and experiences that shape the journey of fatherhood. This campaign unfolds through a multi-sensory approach:
Intimate Vignettes: We captured the unique dynamics of five families across different age ranges, showcasing the tender and playful moments that define fatherhood.
ASMR-Inspired Videos: Harnessing the power of sound, the videos tap into the ASMR trend, highlighting the beauty and importance of everyday sounds, from a baby's laughter to a child's excited screams and the playful banter between a father and his son.
Original Lullaby: We composed an original lullaby, "Light Inside of You," and created lyric videos for YouTube and music streaming platforms. This lullaby is meant to be shared and cherished, hopefully becoming a part of family traditions for years to come.
TARGET AUDIENCE
Designed to resonate with Black fathers who see themselves reflected in the campaign and the women in their lives (wives, girlfriends, sisters) who influence their purchasing decisions.