Procter & Gamble: Procter & Gamble

Credits & Description:

Brand PROCTOR & GAMBLE
Entrant BBDO NEW YORK
BBDO NEW YORK New York, USA Entrant Company
BBDO NEW YORK New York, USA Idea Creation
THE CORNER SHOP Santa Monica, USA Production
EGAMI CONSULTING GROUP New York, USA PR
HEARTS & SCIENCE New York, USA Media Placement
BAREFOOT PROXIMITY Cincinnati, USA Additional Company
Burrell Communications Chicago, USA Additional Company
WORK EDITORIAL New York, USA Additional Company
THE MILL New York, USA Additional Company
COMPANY 3 New York, USA Additional Company
PULSE MUSIC New York, USA Additional Company
TRINITE STUDIOS New York, USA Additional Company
HEARD CITY New York, USA Additional Company
David Lubars BBDO Worldwide Chief Creative Officer
Greg Hahn BBDO New York Chief Creative Officer
Marcel Yunes BBDO New York Creative Director
Rick Williams BBDO New York Creative Director
Nedal Ahmed BBDO New York Associate Creative Director Copywriter
Bryan Barnes BBDO New York Associate Creative DIrector Art Director
David Rolfe BBDO New York Director of Integrated Production
Dan Blaney BBDO New York Executive Producer
Whitney Collins BBDO New York Senior Producer
Melissa Chester BBDO New York Executive Music Producer
Sangeet Pillai BBDO New York Planning and Account Team
Anita May BBDO New York Planning and Account Team
Malik Vitthal The Corner Shop Director
Lasse Frank The Corner Shop Director of Photography
Jessica Miller The Corner Shop Head of Production
Anna Hashmi The Corner Shop Executive Producer
Stephen Love The Corner Shop Line Producer
Blake Pickens The Corner Shop Line Producer
Wynn Thomas The Corner Shop Production Designer
Isis Mussenden The Corner Shop Costume Designer
Rich Orrick Work Editorial Lead Editor
Theo Mercado Work Editorial Editor
Erica Thompson Work Editorial Executive Producer
Jamie Lynn Perritt Work Editorial Producer
Steve Grywalski Pulse Music NY Music Producer
Julia Piker Trinite Studios Composer
Dan Kuby Trinite Studios Composer
Brian Emrich Heard City Sound Designer
Phil Loeb Heard City Sound Mixer
Keith Reynaud Heard City Sound Mixer
Dan Kuby Pulse Music/Heard City Executive Producer/Producers
Sasha Awn Pulse Music/Heard City Executive Producer/Producers
Andi Lewis Pulse Music/Heard City Executive Producer/Producers
Sofie Borup Company 3 Colorist
Sophie Mitchell The Mill/ Company 3/ Company 3 Producer
Clare Movshon The Mill/ Company 3/ Company 3 Producer
Alex Lubrano The Mill/ Company 3/ Company 3 Producer
Rachael Trillo The Mill Executive Producer
Jeff Robins The Mill 2D Lead
Synopsis
o Brand values
P&G has consistently shown its commitment to reduced inequality around the world. From the “#LikeAGirl” campaign, to “Share the Load” to the global “Thank You Mom” work, P&G has proven that it’s willing to tackle societal issues consumers face.
o Brief -
P&G and My Black is Beautiful (MBIB) focused on what is possibly the most taboo social issue in the United States: racism. There’s significant risk for any brand to take on an issue of this magnitude, but still, the brand wanted to use its voice to start a broader conversation about racial bias with the goal that it would lead to reduced inequalities for the black community. Black women continue to persevere the intersectionality of race and gender in society and since P&G has always shown support for Moms and MBIB has always empowered Black women, we wanted to celebrate the strength of black women preparing, protecting and encouraging their kids despite the painful issue of bias.
o Objectives
-Get America as a whole to talk about racial bias.
-Begin a national dialogue about racial bias in the general media and beyond
-Relaunch P&G’s My Black Is Beautiful and begin tackling social issues
Strategy
o Data gathering
Due to its sensitive nature, “The Talk” was extensively tested prior to launch. The team studied an array of experiences from black Americans who’ve had the talk to ensure the film was an authentic representation of a consumer truth. The film was also tested with non-black Americans unaware of the conversations black parents have with their children.
o Target audience (consumer demographic/individuals/organisations)
Given the importance of the topic, we needed to spark a broad-reaching conversation supporting Black and brown families while sparking meaningful dialogue with everyone, all races and ethnicities.
o Approach
To reach our goals, the black community needed to find the film authentic and relatable. At the same time it needed to be universally engaging so Americans of all races and backgrounds would begin constructive conversations about ending racial bias.
Outcome
The film exposed more Americans than ever to the existence of “The Talk” in black families and engaged the rest of the country in a broader positive conversation about racial bias.
The objective for the campaign was to raise awareness for the social issue, so we refrained from including any products or logos. However, consumer sentiment was 86% positive.
The film picked up over 15 million views and nearly 4 million watched live with its integration into TV show Black-ish. It was covered by NBC, CBS, The Washington Post, People, Fast Company and many more.?
Over 1.4 billion earned media impressions.
The campaign’s impressive social engagement and the conversation around it delivered our objective: to get people of diverse backgrounds to talk openly about racial bias.?
“The Talk” significantly outperformed Ace Metrix, impressively ranking among the top 10% of all ads ever tested.
Execution
o Implementation
The work launched first online and via social media, but quickly moved to broadcast where it continued to pick up placements and eventually was integrated into the popular TV show blackish and Queen Sugar Finale Special hosted by Oprah.
o Timeline
The campaign launched nationally on June 16th, 2017 in the United States and continues to surface on various media channels.
o Placement
“The Talk” ran on broadcast television, including networks like BET, Bounce, OWN and Revolt. The videos were also distributed on P&G and My Black Is Beautiful owned platforms, which included P&G Facebook, P&G Twitter, MBIB Facebook, MBIB Twitter, MBIB Instagram, and MBIB YouTube. The videos were also shared by MBIB Social Ambassadors.
o Scale
The work was rolled out on a national scale, but as it picked up coverage, foreign audiences were exposed to it via international press.
Campaign Description
We created a film that spans several decades, showing that while many things have progressed in our world, “The Talk” has remained the same and necessary rite of passage for black Americans for too many generations. The film features intimate moments where black parents of various eras and social classes attempt to prepare their sons and daughters for the difficulties and dangers of growing up black in America., The film culminates with a call for society as a whole to be part of a larger conversation about racial bias, so that one day, black families will no longer need to have “The Talk.” Because until we all talk about “The Talk”, nothing will change.
Brief With Projected Outcomes
o Media regulations/restrictions
Network clearance was at risk due to the sensitive mention and depiction of police brutality in the film. The airing followed several high profile police involved incidents involving African- Americans affecting the black community. Police interaction is one of the core reasons parents have to give “the talk” to their children. Also, the “N” word is censored in mass media, but offensive language permeates verbal attacks on black Americans and we had to find a clear way to refer to the word without using the actual term.
o Civil liberties issues
At the release of the film, there was a resurgence of dialogue about racial tension in the United States. After the 2016 Presidential Election, emboldened white supremacist groups were making people feel unsafe and hosting public rallies such as the one in Charlottesville, Virginia.
Some questioned the role of corporate citizens and many feared that addressing the topic would further stir racial tensions. However, P&G leveraged its position to increase awareness and spur the kind of discussion that brings about meaningful change.