Breaking Stereotypes with Heroic Fathers

As the global leader in high-quality ironing systems, Laurastar wanted to align its June 2023 Father’s Day project with the creative “Steam Away” message we launched earlierin the year.

We developed a campaign inspired by Laurastar’s ability to “steam away” all ironing worries, tying it to a modern hero father figure that breaks away from traditional societal roles. To further enhance product engagement and challenge the stereotype of men who don’t iron, we organized an ironing competition, celebrating our Heroic Fathers who broke stereotypes with their skills over two days.