23Red wanted to remind customers in an engaging way that Bluewater has the width and breadth of gifts that will enable you to find just the gift your dad deserves. They also needed to remind customers in an engaging way that Bluewater has the width and breadth of gifts that will enable you to find just the gift your dad deserves.
The underlying message of the campaign is that you shouldn’t just settle for the same old predictable Father’s Day gift this year. Dads can be quite hard to buy for, and that means that shoppers often settle for the stereotypical kind of gift – socks, ties, pants, aftershave …. This can seem thoughtless and lazy, and Bluewater is protesting on behalf of all dads this time around.
The design includes striking, tongue in cheek illustrations of riot placards, each with a protest against boring, lazy, predictable gifts. The headline is a call to action ‘Your Dad deserves more – Find the perfect Father’s Day gift’
Date 13 June 2014
Title/Project: Bluewater Father’s Day Campaign
Agency contact: Marelize Ellis
Agency contact job title: Senior Account Director
Client name: Joanna Waterman
Client job title: Marketing Communications Manager
Copywriter: Claire Medcalf
Designer: Rob Garner
Exposure (media channels)
In mall advertising sites