Insight: I love you dad

Most men in traditional African societies are averse to displays of affection and words of affirmation from loved ones. The phrase "I Love You" is almost a taboo and is often received with cynicism and sometimes...awkward silence. Especially by Fathers. This social experiment seeks to recondition the minds of adult Nigerian men, reshaping their responses to the 'L' word. Leveraging the Father's Day celebration, we want to consciously get people to express love to adult male figures, especially fathers.
Agency: Insight Publicis