Jillian Kurvers
Content Strategy, Brand Storytelling, Creative Direction
Who's Your Bay Area Dad?

Father's Day Campaign, Print & Digital

Marketing campaign for b8ta's first Father's Day event.

Who's Your Bay Area Dad?

Who's Your Bay Area Dad?

The goal was drive traffic to b8ta’s Palo Alto store and establish it as the go-to Bay Area destination for the best Father's Day gifts.

The strategy was to create a story around dads and tech products in a blog post and print ads then promote via hyper-local media partnerships. I created five familiar Bay Area dad archetypes then paired them with a tech product sold at b8ta.

Growing up with technology and coming of age alongside the internet, Millennial Dad is savvy when it comes to pre-purchase research—how do you think he helped his wife settle on that fancy urban stroller just before they moved out of the city for go

Growing up with technology and coming of age alongside the internet, Millennial Dad is savvy when it comes to pre-purchase research—how do you think he helped his wife settle on that fancy urban stroller just before they moved out of the city for good? The perfect Father's Day gift for Millennial Dad is Sphero SPRK because he not only wants to teach his daughter how to program robots (when she's ready), he wants to program robots. Period.

Pre fatherhood, you probably saw Hipster Dad on his fixie en route to the local dive bar. Today, you're more likely to see him pulling his stylish toddler in an old-timey wagon at the farmer's market so they can try those new duck-fat donuts. Hipste

Pre fatherhood, you probably saw Hipster Dad on his fixie en route to the local dive bar. Today, you're more likely to see him pulling his stylish toddler in an old-timey wagon at the farmer's market so they can try those new duck-fat donuts. Hipster Dad is a tried-and-true urbanite who'd sooner give up small-batch craft coffee than move to the suburbs. Given his propensity for city living, Hipster Dad could use a cooler way to commute—bikes are so mainstream now. Give Hipster Dad a Boosted Board so he can re-set the transportation trend with an electric skateboard that can even tackle hills.

Venture Dad is a Silicon Valley stalwart. He cruises Sand Hill Road in his Tesla, putting the fun in fun ded. If he's not crushing business lunches at Restaurant 3000 or meeting the 19-year-old founder of a potential unicorn at Philz, then he's mos

Venture Dad is a Silicon Valley stalwart. He cruises Sand Hill Road in his Tesla, putting the fun in funded. If he's not crushing business lunches at Restaurant 3000 or meeting the 19-year-old founder of a potential unicorn at Philz, then he's most likely cycling through Woodside. Venture Dad has his finger on the pulse of the latest gadgetry and an actual pulse-reading gadget on his wrist. Your best bet for Venture Dad is Ray Super Remote because a dad this dialed in deserves an intelligent universal remote that will help keep him connected to the bevy of devices studding his smart home.

Weekend Warrior Dad works hard to play hard. And by play hard, we mean you'll never see him sitting down unless the Giants are playing. He's a hiker, camper, kayaker, and fisher who knows all the secret spots from Big Sur to Muir Woods. Though Weeke

Weekend Warrior Dad works hard to play hard. And by play hard, we mean you'll never see him sitting down unless the Giants are playing. He's a hiker, camper, kayaker, and fisher who knows all the secret spots from Big Sur to Muir Woods. Though Weekend Warrior Dad is a master survivalist who can follow a moss-covered tree to true north any day, he's less likely to recall which one of those trees he's parked under. ZUS car charger is perfect because no matter where Weekend Warrior Dad ends up, this blazing-fast dual phone charger also doubles as a GPS-locator, so he'll always find his way out of the woods.

1.0 Dad is the OG of Bay Area fathers. He remembers when San Francisco had an accent and when Hangar 1 stored aircraft, not vodka. 1.0 Dad hasn't just seen the shift from hippies to hipsters to techies (see dads above), he's read all about it in the

1.0 Dad is the OG of Bay Area fathers. He remembers when San Francisco had an accent and when Hangar 1 stored aircraft, not vodka. 1.0 Dad hasn't just seen the shift from hippies to hipsters to techies (see dads above), he's read all about it in the Chronicle, which he still reads daily, cover to cover. If you're looking to help update this classic dad without too much "technology mumbo jumbo," give him eero. The simple, reliable WiFi router will allow him to stay old-school with his Hotmail account, but at modern-day connectivity speeds.