Bluewater urges shoppers to 'think outside the boxers' for Father's Day gifts

Bluewater shopping centre protested “on behalf of all dads” with its Father’s Day campaign this year.

The shopping centre’s brief for agency 23red was to create a campaign urging shoppers to look a little harder this year for their dad’s gifts. The result was a campaign headlined ‘Your Dad deserves more – Find the perfect Father’s Day gift’.

A statement explained: “The underlying message is that you shouldn’t just settle for the same old predictable Father’s Day gift this year.

“Dad can be quite hard to buy for, and that means that shoppers often settle for the stereotypical kind of gift – socks, ties, pants, aftershave… this can seem thoughtless and lazy, and Bluewater is protesting on behalf of all dads this time around.”

Campaign creative features tongue-in-cheek protest-style placards urging shoppers to ditch traditional Father’s Day gifts like socks.

The campaign ran in-centre, online and through social channels.

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