...My dad is....

Agency: Socialab


Dad is our first hero and every time we want to brag about him, we start with the phrase "My dad is..." "...My dad is the best....!" "...My dad is the strongest....!".

Ιn Greece, a dad is surely a hero for his kids, but as far as society is concerned, dad's contribution to the children's upbringing is seen as little due to the deeply rooted traditional stereotypes.

But times have changed and fathers are now committed and involved more than ever in parenting. Therefore, men in general embrace the concept of parenting in many different ways.

In this Father's Day social media campaign for Kotsovolos Electronics Retail Company, we used the old time classic phrase "...My dad is..." with a twist.

We combined it with scenes of non stereotypical dads involved in common child upbringing & parenting activities, in some of which they used products from Kotsovolos.

The diverse protagonists: a rock n' roll dad, a dad doing house chores, a dog- dad and 2 married dads, pose in a series of photographs to deliver a Key Message:
Fatherhood is a spectrum.

This professional campaign titled '...My dad is....' was published in Greece in June, 2022. It was created for the brand: Kotsovolos, by ad agency: Socialab. This Digital medium campaign is related to the Retail Services industry and contains 4 media assets. It was submitted over 1 year ago by Chief Strategist: Tasos of socialab.


Advertising Agency (School): socialab
Art Director: Pavlina Pagiavla
Associate Creative Director: Katerina Geraniou
Photographer: Nikos Nasiakos
Strategist: Dimitris Parliaris
Chief Strategist: Tasos Veliadis


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