Did you know that the average weight gained during pregnancy is 6,5kg…
…among new dads?
Only 30 percent of new fathers joined their partners in a diet after the baby arrived. That insight led to the creation of "Dad Bod Diaries", a content series that follows a young father's journey to get rid of his post-baby body. The series was developed as a campaign for Lidl, after VICE Belgium contacted us to reach out, inspire, and recruit young parents.
Agencies
Mindblown X Run Agency
Client
Vice Belgium
Dad bod challenge : kickboxing
After becoming a dad, Jonathan gained a few pounds. He wants to change that and starts eating healthy with the help of a nutritionist, Emilie. He also starts exercising, coached by a few athletes. In this episode, he tries kickboxing.
Editorial approach
After each episode, the recipes were available on a partner page specially designed by VICE for Lidl.
The episodes were broadcasted on television (VICE TV) in Flanders and Wallonia.
Creation
Laurent Righetti & Roberto Salvador
Production
Vice Creative Studio / Pristine Film