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. We 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.
Category: Food
Title: Dadhood B
URL: http://www.howtodad.ca
Client: General Mills Canada
Agency: Tribal Worldwide - Toronto
Production: Radke Film Group
Country: Canada
Director: Michael Clowater
Creative Director: Joshua Stein
Art Director: Amy O’Neill
Copywriter: Tracy Wan
Associate CD / Copywriter: Rob Sturch
Strategist: Sandra Moretti
Strategist: Dino Demopoulos
DoP: Andrij Parekh
Agency Producer: Stef Fabich
Agency Producer: Bonnie Chung
Post production: Married to Giants
Post production: Alter Ego
Editor: Leo Zaharatos
Account team: Stephanie Wall
Account team: Samantha Murphy
Line Producer: Gillian Gardner
Online Editor: Trevor Corrigan
Online Editor: Preeti Torul
Colourist: Conor Fisher
Audio House: Grayson Matthews
Audio House Producer: Grayson Matthews
Audio House Engineer: Grayson Matthews
Casting Agency: Jigsaw Casting
Casting Director: Shasta Lutz
Lead Designer: Earvin Fanfair
Lead Designer: Earvin Fanfair
Tech Director: Adrien Montpellier
UX: Jarrod Beaton, Daniel Wiseman
Developers: Andrew Amistad
Senior Social Media Director: Ed Lee
Community Cultivator: Laura Muirhead
Community Cultivator: Stephanie Fusco
Media Company: Cossette Media