Tribal Worldwide, a division of DDB

Company: Tribal Worldwide, a division of DDB Executive Creative Direction: Joshua Stein Creative Direction: Rob Sturch Copywriting: Tracy Wan Art Direction: Amy O'Neill Agency Producer: Stefan Fabich Business Unit Director: Stephanie Wall Account Director: Samantha Murphy VP Strategy and Innovation: Dino Demopoulos Strategist: Sandra Moretti Lead Designer: Earvin Fanfair Technical Director: Adrien Montpellier Development: Andrew Amistad Social Media Director: Ed Lee Senior Social Cultivator: Stephanie Fusco Production Company: Radke Film Group Director: Michael Clowater Director of Photography: Andrij Parekh Camera: Gillian Gardner Post Production Company: Married to Giants, Alter Ego Editor: Leo Zaharatos, Kyle McNair On-line Editor: Trevor Corrigan, Preeti Torul Colourist: Conor Fisher Audio House: Grayson Matthews Audio House Producer: Dave Sorbara

We declared Peanut Butter Cheerios the Official Cereal of Dadhood because like dads, it falls smack dab in the intersection of awesome and responsible. We promoted this claim through video social media with the hashtag, #howtodad, which led consumers to a Tumblr site filled with content that championed the unique way dads parent.