Lidl x VICE Belgium | Dad Bod
Did you know that the average weight gained among new dads during pregnancy is 6,5kg?
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.
The content.
At a time when it was fashionable to "embrace VICE" in content creation, the experience of embodying VICE was truly fascinating. Starting from a compelling insight that resonated with our audience, we managed to seamlessly integrate Lidl into a societal issue that intersected the promotion of fatherhood and self-care.
The campaign.
After each episode, the recipes presented were available on a partner page specially designed by VICE for Lidl.
The episodes were also broadcasted on television (VICE TV) in Flanders and Wallonia!
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Creation : Laurent Righetti & Roberto Salvador
Agency: VICE Creative