We worked with a simple insight – the people who wear Eddie Bauer the most are suburban dads. So why ignore the true champions of your brand, and run after a target that is simply not interested in your brand? It was time to embrace “Dadness.”

︎ Insight: Dad fashion is about comfort, not about looking cool.
︎ Strategy: Embrace Dadness. It's what we're about.
︎ Idea: Be More Dad.

︎ Creative partner: Nihal Atawane