Speeches around gender equality are redefining both domestic and commercial environments. In this context Stokkethe Norwegian brand of children’s furniture, has launched a campaign that moves away from the symbolic tribute to the father and enters the field of claim. Under the motto “Dads are dads, Not Babysitters” (“Parents are parents, not kangaroos”), the brand directly challenges a rooted cultural stereotype: the idea that the paternal role is auxiliary, transitory or circumstantial.

The campaign, launched through a post on Instagram, collects Daily parents of parents Reading stories, cooking, playing or changing diapers. A modern look on paternity as a daily, committed and affective act. In parallel, and subtle but effective, the brand’s star products are shown as high chairs, strollers and accessories, integrated into each of the graphics.

Execution is in charge of Vaynermediaand connects with a conversation that transcends the commercial. More and more parents – especially in European markets – require not only legal time to exercise their paternity, but also a symbolic recognition and cultural representation.

The Stokke campaign seeks to make the gap visible, turning the brand positioning into a declaration of principles: offer solutions that accompany mothers and fathers equally, with an approach that puts childhood and affective links in the center. The fact of resorting to authentic visual content for the campaign is intended to connect with an increasingly sensitive audience to the fair representation of Family roles.