Stockland commemorates diverse role of dads in Father’s Day Campaign

Property group Stockland has celebrated the diverse role dads play in the development of their children for its annual Father’s Day campaign.

Created by CX Lavender, the ‘Dad. A small world for a big job’ campaign, sheds light on the significant role dads play whether they are the “strong silent type or the shoulder to cry on”.

The ad shows fathers teaching their children how to lose, where to go to think, how to camp and teaching their children how to love not who to love.

Ben Allen, general manager of marketing at Stockland, said the ad aims to debunk the stereotype that Father’s Day isn’t as emotive as Mother’s Day.

“Mums tend to get rightfully flooded with appreciation and very personal gifts on their special day. But dads don’t always get the attention they deserve and generally receive more practical style presents like socks and tools.

“With this in mind we collaborated with CX Lavender to create an engrossing and emotional campaign that celebrates the various roles dads play and compels shoppers to think about how they can thank the father figure in their life.”

Forming part of the campaign, Stockland has recruited fathers from across the country to explain what fatherhood means to them.

“With over 412,000 customer visits to a Stockland shopping centre every day, we see Father’s Day as an opportunity to showcase and celebrate the significant roles dads can play in our lives. We hope this year’s campaign will inspire our customers to acknowledge, thank and celebrate the inspirational men who’ve helped raise them,” Allen continues.

For Mother’s Day, Stockland engaged CX Lavender to to celebrate diversity to ‘all those who mum’.


  • Creative agency: CX Lavender
  • Creative Production: CX Lavender and Taxi Films
  • Editorial production: Ella Smith Communications
  • Media Agency: Ikon Communications

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