Peanut Butter Cheerios—#HowToDad

General Mills decided, for a very short and sweet window of time, to offer Peanut Butter Cheerios to the world. We knew that the product wouldn’t be a huge hit with moms, so we pulled a classic kid move and went to dads instead.

Because dads have always parented a little differently. They do things their own way. This integrated campaign—which includes some of the best and fun-est pieces of work I’ve ever created—was a celebration of just that.