Title	LEARNING TO HUG
Brand	PROCTER & GAMBLE
Product/Service	FAIRY NON BIO
Category	B01. Internet Film
Entrant Company	LEO BURNETT LONDON, UNITED KINGDOM
Advertising Agency	LEO BURNETT LONDON, UNITED KINGDOM
Production Company	TANTRUM London, UNITED KINGDOM

Name	Company	Position
Will Pyne	Leo Burnett London	Creative Director
Charlie Martin	Leo Burnett London	Creative Director
Emma Brooke	Leo Burnett London	Copywriter
Nick Bygraves	Leo Burnett London	Art Director
Emma Clapton	Leo Burnett London	Agency Producer
Amanda Blue	Tantrum	Director
Stuart Wrigglesworth	Tantrum	Producer

The Campaign

The campaign features a two-minute online film that focuses on the power of a hug between a father and son, launching ahead of Father’s Day (June 21st) The film ‘Learning to Hug’ tells a powerful and emotional story about a subject that many of us recognise but rarely talk about. In the film, we experience the real-life story of father, Stephen and his son Ben (the real Stephen and Ben feature in the film), from those first tender moments together through to the present day. From those close, formative years to the distance that grew between them, we learn why the hugging stopped and watch as they rediscover how soft hugs can be an incredibly powerful force. Through this new film, Fairy Non Bio celebrates its brand idea of ‘The Power of Soft’, and champions the idea that we should #NeverStopHugging our babies – no matter how old they are