This Father’s Day Anmum and BBDO Singapore shine the light on mums’ biggest pillar of support
Through a heart-warming series of videos, BBDO Singapore and Anmum have developed the ‘Anmum and Dad’ campaign to remind men that being a father is very much in their nature.
The parenting landscape in Asia is shifting, where dads are looking to play a more active role in parenthood. There is increasing familial and societal recognition towards the essential role of fathers in a child’s well-rounded growth and development.
Primus Nair, Executive Creative Director of BBDO Singapore said, “Many dads have an innate fear that they are not built for parenting. We want to dispel that fear by reassuring all dads that parenting is, in fact, in their nature.”
#AnmumandDad launches with three videos that mimic nature documentaries, drawing parallels between modern-day dads in real-life scenarios, with their counterparts in the animal kingdom, showing real men succeeding in being great dads.
To further support dads on their journey, three beautifully illustrated storybooks have also been created as a tool for them to facilitate the special bond between dad and child through the activity of story-telling.
Corine Ooi-Bremner, group GM of global maternal and paediatrics for Anmum said, “With the right support, mums can definitely make amazing possibilities happen, and there really is no greater supporter than her partner. This campaign is dedicated to all the fathers who do a great job. We think they deserve a big thank you this Father’s Day.”
#AnmumandDad will launch this Father’s Day across six markets – Hong Kong, Vietnam, China, Singapore, Malaysia and Philippines. The storybooks will be available through online purchases of Anmum products in China and Vietnam.
Anmum and Dad – Video Descriptions
1. Anmum and Dad – Rhea
Inspired by nature’s most loving fathers, Anmum reminds men that being a dad comes naturally; it is in their nature.
Here’s to the most helpful Dad-to-be. The one who diligently sets up the nest in preparation for his little precious, like the male Rhea.
2. Anmum and Dad – Jackal
Inspired by nature’s most loving fathers, Anmum reminds men that being a dad comes naturally; it is in their nature.
Here’s to the most enduring Dad out there. The one who encourages his little one to play and explore, like a daddy Jackal.
3. Anmum and Dad – Emperor Penguin
Inspired by nature’s most loving fathers, Anmum reminds men that being a dad comes naturally; it is in their nature.
Here’s to the most patient Dad out there. The one who sits silently, standing guard over his sleeping little one, like a loving Emperor Penguin.
Anmum and Dad – Storybook eCommerce Distribution Channel
Vietnam partnered with Tiki, Vietnam’s biggest eCommerce and online book selling platform. For a limited time, storybooks will come with online purchases of Anmum product, with an option to pre-order prior to June 19, 2016.
Anmum and Dad – Storybook Descriptions
1. The Marsupial Frog – Did you know?
The marsupial frog carries its babies around in his brood pouch. These impressive fathers protectively guard the eggs laid on the ground. When the eggs hatch, the ground will not provide enough moisture for the tadpoles, so he puts them in his brood pouch until they’re ready to hop out as baby frogs!
2. The Namaqua Sandgrouse – Did you know?
The Namaqua Sandgrouse is an amazing dad when it comes to caring for the chick after it is born. During the incubation period, he sits on the nest at night and then the mother incubates the eggs during the day. The father really shines after the chicks hatch.
The birds leave in arid desert areas and while the nests are always located around watering holes, the young chicks cannot make it to the water, so the dad has to bring it to them. He dips his belly in water every morning and his feathers absorb the water like a sponge – each feather can hold up to eight times its weight in water! He then returns to the nest, where he feeds the chicks water straight from his feathers.
3. The Emperor Penguin – Did you know?
There are few examples in nature of a father more dedicated than the emperor penguin. After the female penguin lays the egg, her nutritional reserves become depleted and she must return to feed in the ocean for two months. This leaves the responsibility of keeping the egg warm through the freezing Antarctic winter to the father.
The father spends the two months holding the egg precariously between the tops of his feet and his brooding pouch – without feeding – throughout the brutal winter (when freezing winds can reach 120mph). If he moves suddenly or the eggs become exposed to the freezing temperatures, the chick will perish. But his decision – and his balance – ensures the survival of a new generation.
1 Comment
Touching. Tugged my heart strings. That sweet pain bringing , eyes brimming with tears.