Client: Google | Agency: Toaster (In-house) | Role: Creative Director
How do we create a father’s day campaign that reach millions?
By creating a campaign just for one person
Google Duo — Father’s Day Prank
Tiny share of market, tiny budget.
We decided to design a campaign that would organically ride the social waves (especially in a country where celebrity news is the main entertainment) and cut through the clutter. So instead of creating a campaign for many, we made an ad for one guy, a well known comedian and social media influencer. Unknown to him, we worked with his dad to surprise (or guilt trip) him into video calling his father through a giant billboard in the middle of a city.
Besides the fact that we make a comedian cry on a father’s day, we created a father’s day message for one that in the end reached millions.
Yay for an impact that’s not so tiny.
Behind the scene
MMA Smarties — Silver, Mobile Social
Citra Pariwara — Bronze, OOH
Citra Pariwara — Bronze, Best Use of OOH
Citra Pariwara — Bronze, Best Use of Social Media Marketing
Campaign Brief Asia — Out of Home