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Web Film
Sun Lolly: Don’t Be Perfect, Be Present
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It’s easy to forget that everything on social media is curated, and you start comparing yourself”, this is the view of a Danish parent featured in Sun Lolly’s new campaign, which questions the unrealistic parameters set via curated Instagram images of perfect families. In the run up to National Parenting Day on 24 July - and to follow up on last year’s brand positioning campaign, the 40-year old Scandinavian freeze-at-home ice lolly brand Sun Lolly has launched an emotional brand activation featuring real parents reflecting on their experiences of parenthood. A 2022 YouGov poll revealed that 3 out of 4 Danish parents feel under pressure to be perfect, a trend driven by unrealistic portrayals of parenthood on social media feeds, and in the mainstream media. This insight is the impetus behind Sun Lolly’s new campaign ‘Don’t Be Perfect, Be Present’, a Nordic brand platform conceived by creative agency Twenty, who invited a group of parents to confront their own views on perfection and get to the bottom of where that pressure comes from. Don’t Be Perfect, Be Present focusses on parents who go to great lengths to impress the only ones who really matter – their kids – no matter how it makes them look to the rest of the world. At the centre of the campaign is a short film directed by Thor Zing Lodberg (Production company: Mellow).
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