Heineken Celebrates Corny #DadJokes in Father's Day Hashtag Campaign W+K to meme-ify best submissions

If you are male, the moment you have a child you are required to drastically alter your sense of humor in ways both profound and irreversible. Where before you were witty and sharp, you must now become broad and pun-heavy. This is mostly so you can embarrass your offspring, although, counterintuitively, it is also guaranteed to make them love you more. (The whole thing is probably evolutionary in some complex way.) This Sunday, for Father's Day, Heineken will celebrate this oddity of the human condition with a #dadjokes campaign from Wieden + Kennedy in New York. You submit your cheesiest dad joke with that hashtag to @Heineken_US, and the brewer will meme-ify its favorites—posting your joke next to stock photos of awesome dads through the ages. Heineken will add its own #dadjokes throughout the day, too, and all of them will be archived on a special #dadjokes Tumblr. Join in Sunday, and make it the most groan-inducing site on the Internet. Credits below.

Client: Heineken
Project: #dadjokes
Agency: Wieden + Kennedy, New York
Executive Creative Directors: Scott Vitrone, Ian Reichenthal
Creative Directors: Erik Norin, Eric Steele
Creatives: Mike Vitiello, Jessica Abercrombie
Designer: Cory Everett
Account Team: Patrick Cahill, Jacqueline Ventura
Brand Strategist: Jeremy Daly
Art Producer: Michelle Chant
Interactive Producers: Mutaurwa Mapondera, Victoria Krueger
Director of Integrated Production: Lora Schulson
Director of Interactive Production: Brandon Kaplan
Business Affairs: Quentin Perry

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