Feel-Good Hotlines

Harry's Interactive Mural Provides an Opportunity to Check In

Men's personal care brand Harry's launched an integrated Father's Day campaign with an interactive public installation that prompts passersby to dial the Feel-Good Hotline and leave a recorded voicemail for a father figure or close friend. The hand-painted mural taking over Shoreditch’s iconic Great Eastern Art Wall is loaded with dad jokes that aim to make bids for connection easier. Over 2,000 British men were surveyed and the data showed that 56% find humor makes emotional conversations easier, and 41% use digital shorthand like memes to let someone know they're thinking of them.

The lighthearted tone and theme of the physical activation are carried through to a limited-edition gifting range, created in collaboration with Stockholm-based illustrator Gustaf Hjalmars, which includes essentials like body wash, shave gel and razors.

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