Smart Axiata 2022 Father’s Day

A huge number of brands always participate in celebrating Father’s Day. So with the number of Father’s Day material coming out that day, how do we rise from the clutter.

We always have high respect for our Fathers. So no matter how close we are to them, there are certain things we cannot say directly to them.

Campaign Outcome

To rise from the clutters of usual videos of showing appreciation to Fathers. What if we encourage everyone to be more courageous on things we would like to apologized  for towards our Fathers. 


Video reached 1M views, two days after it was posted. The video also had 416,727 engagement and 2.3K comments of people having the courage to apologize for things they have done wrong towards their Father.

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