In an experiment with real people, we used VR technology to reunite parents and children who had been apart for a long time. They reconnected digitally, but they couldn’t touch one another. So after using our VR goggles, parents were surprised to discover that their children were actually there in the studio, in person. And they could truly reconnect with the power of touch.

To reconnect a broken relationship, first of all we need to be face to face to the problem; or, in this case, the person itself. For that, we search for the perfect casting sons able to talk and resolve the problem with their fathers.

After choosed, we created two identical studios. In one of them, we invited parents for an interview and after a while we introduced the virtual reality glasses, specially created for the project. In the other studio, cameras controlled by each movement of the glasses showed 180 degrees. It is in this place that comes the biggest surprise of all - the son.

And to our final moment, we surprised the fathers with their children their in the studio. After that, we edit the film thinking in the media - Facebook. Mobile first, we use letterings to call attention and seduce the audience.

The results and engagement was most bigger than everyone expected to this low-budget video for Father’s Day. In only one week, we’ve reached 35 million impressions, accomplishing 72,000 shares, 88,000 likes and more than 5,000 comments – all positive. The ad become the campaign with the best metrics of the year among all P&G brands! But the best part is that we inspire so many encounters between fathers and sons. Our campaign transpose the advertising and truly acted as social agent.

Response rate:2% response rate under 5.000 comments. The main reason was because consumers were sharing their stories and tagging other friends to watch the campaign.

Impressions: 35.406.930 (Facebook plus advertorials in Catraca Livre, Área H and Papo de Homem).