EGC Group's Comedic Dad-Themed Video for Canon USA Wins Top Creative Award in Celebration of Father's Day
JUNE 13, 2019 (MELVILLE, NEW YORK) — In time for Father’s Day, EGC Group is pleased to announce its 2019 Telly Award win for the “It’s Dad Easy” video campaign, which was created for client Canon U.S.A. Inc. The Telly Awards are the premier awards competition to honor the best creative work in TV and cable, digital and streaming, and non-broadcast productions.
“It’s Dad Easy” won a 2019 Silver Telly Award for “Products and Services for Social Video.” The campaign was created for Canon’s hdAlbum EZ V2.0 software, which allows users to easily create a beautiful photo book – right from a smartphone or tablet. The video drove 90 percent of photo book sales for Canon and resulted in 50,000 app installs. Additionally, it received 49 million impressions in the five months it ran on Facebook and Instagram, and was the highest performing creative for the hdAlbum EZ Photo Book app.
“As an agency, we pride ourselves on unexpected ideas,” said Nicole Larrauri, President of EGC Group. “A fun and humorous take felt natural for this campaign, and I believe that is why it was so well-received.”
Rich DeSimone, Vice President, Creative Director of EGC Group, led the creative team in making the “It’s Dad Easy” concept humorous and lighthearted. The idea was then brought to life by director/comedian Bonnie McFarlane and shot on a Canon C300 at a house in Northport, Long Island, New York.
“We wanted to target busy and hardworking mothers,” said DeSimone. “We thought it would be fun to use dads to target those moms. Dads get things done – sometimes not in the most conventional way – but they get it done.”
The campaign focuses on a father of two young children who gifts his wife a Canon hdAlbum photo book. Visibly impressed, she asks him how he had time to make it. The dad smirks, and the video cuts to a flashback sequence of him using the Canon hdAlbum EZ while trying to accomplish the following tasks: lifting their baby out of the kitchen sink with spaghetti hanging out of his diaper, “cleaning” the house by using a leaf blower to blow toys and confetti into another room of the house, and using a drill as a mixer while baking with the kids – as cake batter flies everywhere.
“I’ve definitely experienced “It’s Dad Easy” moments at home with my husband and my daughter,” said McFarlane, Director for Spot On, the production company who worked on the campaign. McFarlane has been in the comedy industry for over 20 years and wanted the tone to be as authentic as possible. Everyone involved had some type of comedic background.
The Telly Awards receive over 12,000 entries from all 50 states and five continents from top video content producers, including Condé Nast, Netflix, Refinery29, RadicalMedia, T Brand Studio and Ogilvy & Mather. The full list of winners can be found at: www.tellyawards.com/winners.
To view “It’s Dad Easy” and more work from EGC Group, visit: www.egcgroup.com.
To view photos from “It’s Dad Easy,” please click here.
Photo Credits: “Canon U.S.A Inc., ‘It’s Dad Easy’”
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EGC Group is an ROI-focused, full-service integrated marketing and digital agency with offices in Long Island and Manhattan, and provides services in advertising, marketing investment management, media strategy and placement, public relations, web development, and data analytics. For more information, visit www.egcgroup.com.