Gaythorne, QLD 4051
Australia
Father's Day is a noisy retail window. Every brand in the country is talking to dads at once, and most of them sound the same.
Mental health campaigns aimed at men have a second problem on top of that. They tend to go one of two ways. Soft and gentle, which men scroll past, or heavy and worthy, which men scroll past faster.
LIVIN don't work that way. It ain't weak to speak has always had a bit of confidence in it, and this campaign needed the same.
LIVIN reclaimed the acronym. DILF, but theirs. Dads In LIVIN Form. A standard for dads who work hard, love harder, talk hardest, and know it ain't weak to speak.
The wearer never has to make a speech about mental health. The shirt starts the conversation for him. For a charity built on getting men to talk, that is the whole thing working exactly as it should.
Creative direction came from Nic Laube, Casey Lyons, Amy Lyons and PLAY Sports Marketing, with photography by Chris Hyde. Our job was to take that idea and build it out into everything it needed to be.
We developed the campaign identity and art direction, then produced the full asset suite across social and e-commerce, plus the video edits.
Disruptive creative only works if the execution holds its nerve. Soften it in the production and the whole thing collapses into a slightly awkward pun. So the identity was built to carry the joke with a straight face. Confident type, real dads shot properly, and a tone that treats the audience like adults.
Then it had to travel. A campaign like this gets seen on a feed at traffic lights, on a product page mid-purchase, and in a fifteen second video with the sound off. We built the assets so the idea reads in all three, at every crop, without needing an explanation.
The tees fund free mental health education for high school students around the country. Every cent of profit, straight into programmes that reach young people early and give them the language to speak up before things get unmanageable.
Grab a shirt and back the cause at shop.livin.org.
Stoop® builds campaigns that earn attention and then do something useful with it. Campaign identity, art direction, content and the full asset suite, made to work across every surface a campaign has to live on.
We do a lot of charity and not-for-profit branding, and it is some of the work we care most about. If you have a cause that needs people to actually look, that is a conversation we would like to have.
