Client
Bayer - Bepanthen Baby
Office
Brazil
Project
Father to Father
Category
Campaign Content
Client Challenge
In baby care, trust is everything—but standing out takes more than just a great product. Bepanthen Baby had already won over parents with its quality, but for Father’s Day, the brand wanted to go bigger. The mission? Spark a movement.
Fatherhood in Brazil is evolving. More Dads are stepping up, redefining what it means to be present. But there’s one role that’s often overlooked—grandfathers. Bepanthen Baby saw an opportunity to bridge generations, proving that caregiving isn’t just about protecting a baby’s skin—it’s about healing relationships, too.
Enter “Repairing Fatherhood”—a raw, emotional campaign that put three generations in the spotlight: sons, fathers, and grandfathers. The idea? Fatherhood isn’t just passed down—it’s reimagined, repaired, and made stronger.
Through real-life storytelling, the campaign brought families face-to-face with their past, opening the door for reconnection and change. It wasn’t about looking back with regret—it was about moving forward with love.
This wasn’t just another Father’s Day campaign—it was a nationwide wake-up call. The message hit home, racking up 32 million engagements and 17.5 million full video views—more than double the original goal.
By blending raw emotion, cultural truth, and a bold take on modern fatherhood, Bepanthen Baby didn’t just join the conversation—it led it.