Japan is one of the hardest working nations in the world and taking paternity leave is unheard off, although it’s allowed. The involvement in the upbringing of children is very low. In extreme cases fathers don’t even take a day off when their wives go into labour.

To persuade fathers to have a better work/life balance and spend more time with their children, Huggies briefed us on a gentle but poignant campaign making the point that fathers should take paternity leave.

Based on the insight that for some fathers work always comes first, we created a series of visuals where the adorable pictures of young babies that typically adorn desktops become hidden by the work folders. We juxtaposed work and private life in one image, creating a clear demonstration of what happens when fathers don’t prioritize time with their children. They disappear behind piles of work.