Most men in traditional African societies are averse to displays of affection and words of affirmation from loved ones. The phrase “I Love You” is almost a taboo and is often received with cynicism and sometimes...awkward silence. Especially by Fathers. This social experiment seeks to recondition the minds of adult Nigerian men, reshaping their responses to the 'L' word. Leveraging the Father's Day celebration, we want to consciously get people to express love to adult male figures, especially fathers.
Film advertisement created by Publicis, Nigeria for Insight Publicis, within the categories: Agency Self-Promo, Public Interest, NGO.
Production House: Guava Studios
Executive Creative Director: Chuka Obi
Creative Director: Jolomi Awala
Directors: Toheeb Pfg, Jason Rotas
Copywriter: Segun Ayinla
Copywriters: Jolomi Awala, Cephas Afolabi
Art Direction: Toheeb Pfg, Grillo Adebiyi, Mayowa Olawole
Editor: Toheeb Pfg