Facebook | The Evolution of Dad
Dads sit down for heart-to-heart conversations about how fatherhood has evolved over time.
The Challenge: How do we stoke positive conversation and engagement across Facebook around Father’s Day to engage all types of dads?
The Idea: Invite families of multi-generational dads to sit down to break down how the role of “dad” has changed within their families over time to help open up meaningful conversations on the platform.
We asked dads, how has the job changed? How has it stayed the same? How do you say “I love you” to your kids? How do you do thing differently from your dad? And how do you express gratitude for the men that raised you? When talking about where these conversations should happen, a diner felt right — a place where dads young and old, rich or poor, could grab a cup of coffee and have a chat with the father of their grandkids. I pushed for the black and white look because it felt at the same time fresh and nostalgic. It allowed us to focus on the conversation and our families’ faces, over the bright colors of the diner or clothing.
