Brief: Modern dads do more than ever before. We wanted to reward them when they least expected it – while on diaper duty.

Idea: Introducing the Ultimate Gameday Changetable, the world's first interactive baby change station. Launched at a sold-out NBA basketball game, we turned a messy chore into a game, all while ensuring dad didn’t miss a second of the action.

We helped turn a dirty job into something fun – and our dad bloggers helped spread the word. Two million earned impressions were generated through press mentions and social media. In addition, there was a 239% increase in social conversation around Dove Men+Care amongst dads, and all of our coupons were collected by the dads who took part.