Cheerios: How to dad

Credits & Description:

General Mills was ready to launch Peanut Butter Cheerios in Canada, and we were asked to create excitement for the new product. With modern families sharing the responsibilities of parenting more equally, we decided it was time to talk to dads.We declared Peanut Butter Cheerios the Official Cereal of Dadhood because like dads, it falls smack dab in the intersection of awesome and responsible. Tribal Worldwide Toronto promoted this claim through video social media with the hashtag, #howtodad, which led consumers to a Tumblr site filled with content that championed the unique way dads parent.
Title: Dadhood
Brand: Cheerios
Media: Online
Category: Food
Agency: Tribal
Geo: Canada
Peanut Butter Cheerios: How to dad
To all the dads out there: this one's for you. http://howtodad.ca
Advertising Agency: Tribal Worldwide, Toronto, Canada
Creative Director: Josh Stein
Associate Creative Director: Rob Sturch
Copywriters: Rob Sturch, Tracy Wan
Art Director: Amy O’Neill
Agency Producers: Stef Fabich, Bonnie Chung
Account Team: Stephanie Wall, Samantha Murphy
Strategy: Sandra Moretti, Dino Demopoulos
Media Company: Cossette Media
Production Company: Radke Film Group
Director: Michael Clowater
Director of Photography: Andrij Parekh
Line Producer: Gillian Gardner
Post-Production Company: Married to Giants
Editor: Leo Zaharatos
Online Editors: Trevor Corrigan, Preeti Torul
Post-Production Company: Alter Ego
Colourist: Conor Fisher
Audio House: Grayson Matthews
Casting Agency: Jigsaw Casting
Casting Director: Shasta Lutz
Published: July 2014