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‘Good’ Campaign of the Week: Fairy

Good Campaign of the Week is a regular feature that, like our prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good. 

Fairy Hug Campaign

Learning to Hug: the Fairy Social Good Campaign

We always knew Fairy was soft, but this time they’ve taken their age-old brand promise a step further. In fact, their new film reaches the soft spot in all of us. Launched prior to Father’s Day, there couldn’t have been a better time to encourage better family relationships.

We hear from real-life father and son Stephen and Ben as they discuss their relationship growing up. As Ben becomes an adult, their physical contact reduces from hugging to hand-shaking. Three quarters of the way through, we discover that the two narrators are in the room together. The climax sees them hug for (what we believe to be) the first time in many years.

“Learning to Hug” uses the sentimental tropes that brands are now becoming adept at,  Always' D&AD Black Pencil winning #LikeAGirl, being a case in point. And it is similarly born of a pertinent insight – men can be less than forthcoming when it comes to displaying affection.

Director Amanda Blue has shot the film in intimate style. The camera spends most of its time at child-height as we follow the joys of childhood and the awkwardness of teenage years. The stirring music comes courtesy of up-and-coming composer Lennert Busch.

Father’s Day is fast becoming a ‘Dadvertising’ battleground as FMCG brands mature in their values, but this year it’s hard to see a piece of filmmaking beating this. If it means that fathers got a bit more love this year—all the better.

D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.

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