notonthehighstreet encourages us all to ‘Let Dad Know’ this Father’s Day

Notonthehighstreet Christmas campaign reveals what “happiness is…”, the curated online marketplace and home to 5,000 of the UK’s best small creative businesses, today launches its multi-platform brand campaign for Father’s Day 2020.

With this being probably the most well-remembered Father’s Day in our lifetime, notonthehighstreet’s ‘Let Dad Know’ campaign talks directly to the moment and encourages the nation to share heartfelt, personal messages to the dad, stepdad, grandad and dad-figures in their lives.

Moving beyond the generic ‘Thanks Dad’ territory, customers are invited to ‘Let Dad Know’ and to dig deeper in their relationships by sharing the things we might never have said – why he matters to us, what we’ve learned from him and the things that have stuck with us over the years. The enforced separation from our loved ones has given us more reason to connect than ever before.

The campaign is brought to life with a newly commissioned 30 second film that will be shared with customers via the notonthehighstreet website, email, social channels and on prime time television.

The ‘Let Dad Know’ film features children, young and old, reading a letter they have written to their own father-figure, letting them know the things that might have otherwise gone unsaid.

With many brands now employing user-generated content in their advertising, the film was purposefully designed to look and feel different. The small business Partners which make up the heart of notonthehighstreet were invited to create content to feature in the film to help demonstrate how memories, phrases or ideas can be turned into innovative, thoughtful gifts. In addition, a clear brand identity was achieved with a colourful graphical treatment, reminiscent of that shown in our recent Small Business Supporter film.

The ‘Let Dad Know’ film premieres on Saturday 30 May during ITV’s Britain’s Got Talent and will run until 13 June around programmes including This Morning, Lorraine and Loose Women, key target audiences for the brand.

The cross media campaign will also be supported by advertorial content across the UK’s leading commercial radio stations from 1 – 14 June.

Like the film, all photography used in the campaign was shot during lockdown, giving the in-house Creative team the new challenge of creating striking visual content whilst adhering to strict social distancing. Not only has this new way of working produced strong results, it has made the brand rethink their processes and evolve the way they will be producing assets in the future.

Hero content from the photography shoots features across the website and notonthehighstreet’s Instagram, Facebook and Twitter channels. Many of the brand’s small businesses will also support the campaign on social media by sharing their own personal thoughts about what their dad has done for them and asking “What will you let your Dad know this Father’s Day?”.

To further help its customers to be their most thoughtful selves, the brand’s in-house curatorial team has created a range of mini-edits on its Father’s Day campaign page, allowing customers to find gifts that share what they really want to say to their dad – whether this is talking to a favourite memory, sharing an in-joke, or simply remembering a special moment.

Ella d’Amato, Chief Commercial and Marketing Officer, commented:
“COVID-19 has given us all a new appreciation of what matters in our lives, and a reason to connect like never before. The restrictions have also challenged all companies to create content in new and exciting ways. Notonthehighstreet is a brand built on thoughtfulness, and therefore it was crucial for us to take a fresh and creative approach that was empathetic to our customers current needs but would also work to uplift, inspire and engage the nation. Despite the tough circumstances, our small business Partners have risen brilliantly to the challenge of developing new and innovative products for Father’s Day, and our ‘Let Dad Know’ campaign is designed to showcase their hard work.”

The ‘Let Dad Know’ film was created in collaboration with independent creative, brand and content studio, Littlehawk. Gavin Leisfield, Executive Creative Director, Littlehawk, comments:
“This Father’s Day will be like no other in our life times. The lockdown has created heartache and deeply emotional separations on the one hand, but also new, rich and heartwarming connections between Dads and their children on the other. Knowing that people the world over have been re-evaluating what these relationships mean to them as a result, and given the fact that we were working in an environment where normal filming wasn’t possible, our ambition was simple – to help people to capture and share that emotion. We are asking people to write a letter to their loved ones. To let Dad know.”

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