They decided to leverage the popular dad bod trend, and created Dad Bods of DDB, a half year calendar designed to celebrate dad bods with proceeds going to support American Cancer Society and Mens Cancer/Awareness month.

The photo shoot of the calendar took place in one day with post production occurring the following week. During the week of June 8th, we pushed out teaser content on all of DDB Chicago and DDB Launchpad’s social channels (Facebook & Twitter).

On the launch day, we released the calendar via Facebook and Twitter along with the website, where the calendar was available for purchase. In addition to the physical calendar and content, we created a life-size Dad Bod cutout in the DDB Chicago office, so the entire agency could participate in the Dad Bod experience. Employees also voted for their favorite Dad Bod, with their votes serving as donations to American Cancer Society.

As a result of this calendar, the DDB Dads embraced their bodies to the fullest by showing them off to the world. At the same time, DDB and its dads raised money and awareness for men’s health and the American Cancer Society. This calendar showed the true culture of DDB Chicago. We don’t take ourselves too seriously and aren’t afraid to create a humorous take on a classic American holiday like Father’s Day.