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? 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.




59th Annual Hatch Student Awards – Merit (2019)

University project completed at BU.
CW: Nihal Atawane








︎ Creative partner: Nihal Atawane