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Did you know that the average weight gained during pregnancy is 6,5kg… among new dads?

Only 30 percent, however, joined their partner in a diet after the baby arrived.

That’s the insight we used to create Dad Bod Diaries, a content-series in which we follow a young dad decided to get rid of his new father body after VICE Belgium contacted us to think about a campaign to reach out, inspire and recruit Young Parents, for Lidl.

VICE 360°

After each episode, the recipes presented were available on a partner page specially designed by VICE for Lidl.

Our episodes were even broadcasted on television (VICE TV) in Flanders and Wallonia!

More about this project

  • Creation:  Laurent Righetti, Roberto Salvador
  • Agency: VICE Belgium
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