To Love is to Care
Many men as adults stop showing their feelings because of gender bias, reaching the point where it becomes difficult to say a simple “I love you” to dad. To verify our hypothesis, we interviewed professionals in the area of psychoanalysis, we investigated in different specialized and informative portals such as Daily Mail UK, CNN, The New York Times, Fatherly, Reddit, among others; and we asked to more than 200 Paraguayan men when was the last time they said “I love you” to their fathers, verbally or via WhatsApp messages.
The result? None of the interviewees remembered the last time they said “I love you” to dad.
Our message reached the entire country with a film without actors that aired on national television and digital platforms, where we encouraged men to say “I love you” to their fathers not only on Father’s Day.
I was responsable for the overall Creative/Art Direction.
Creative Team
Pere Escobar
Miguel Orrego
Alejandro Salamanca
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Ojo de Iberoamérica
2nd Best of the Country
2nd Best Creative Director
2023
Tatakua Fest (Paraguay)
Gold & Silver
2023
Agency Garabato Mullen Lowe Asunción