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Procter & Gamble Launches Global ‘Thank You Mom’ Campaign

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In celebration of 100 days to go until the London 2012 Olympic Games

Procter & Gamble Launches Global ‘Thank You Mom’ Campaign

 

Procter & Gamble Launches Global ‘Thank You Mom’ Campaign in Celebration of 100 days to go until the London 2012 Olympic Games
 
Ground-breaking P&G campaign celebrates moms and sets out to thank every mom in the world 
 
Procter & Gamble (NYSE:PG), a Worldwide Olympic Partner, today launched their global P&G 'Thank You Mom' campaign in celebration of 100 days to go until the Opening Ceremony of theLondon 2012 Olympic Games. The campaign recognizes and celebrates the moms behind the athletes by thanking moms for all they do, and is a part of P&G’s worldwide partnership with the International Olympic Committee (IOC). It is the biggest campaign in P&G’s 174-year history and will run from now through the end of the Olympic Games.
 
“With just 100 days to go, athletes around the world are being selected to represent their countries at the Olympic Games,” said Marc Pritchard, P&G Global Marketing and Brand Building Officer. “At P&G we know that getting to the Olympic Games begins at childhood and that on each of these athletes’ journeys to London 2012, there was one person cheering for them louder than anyone…their moms. P&G is in the business of helping moms, not just moms of Olympians, all moms, all around the world. So we’re using our voice at the Olympic Games to thank moms everywhere.”
 
This ground breaking campaign launched simultaneously around the world today with the digital release of “Best Job,” a short film that celebrates the role moms play in raising Olympians and in raising great kids.
 
 
P&G recruited award-winning director Alejandro González Iñárritu to create the film, which is the foundation of the entire campaign. It was shot on four continents and features local actors and athletes from each location—London, Rio de Janeiro, Los Angeles and Beijing. The ad campaign will run online, in social media, TV and print.
 
“I am very proud to be part of this campaign as I know that I wouldn’t be where I am today without the unconditional support of my mum and family,” said Olympian and world class marathoner, Paula Radcliffe.  “Thank you, mum!”
 
The campaign will come to life through a variety of media channels and in-storewith a worldwide retailer program from April through August. Olympic Games-themed P&G branded products will be featured in millions of stores across the globe. As a part of the P&G Thank You Mom promotion, P&G has committed to raise $5 million to support local youth sports programs in many countries, through a portion of sales and donations from the company’s leadership brands including Pampers®, Tide®, Gillette® and Pantene®.
 
“We wanted to do something that would make a significant difference to moms all over the world,” said Pritchard, “So we asked moms in several countries what we could do to honor them for all they do for their kids. They told us that there was no better way to support moms than by supporting local youth sports organizations for kids.”
 
To make it easy for people to join in the P&G Thank You Mom campaign, P&G is also launching the “Thank You Mom app” that allows people to thank their own moms by uploading personalized content in the form of a video, still image with caption or text-based message. Users will then be able to encourage friends and family to do the same, spreading the word to thank and celebrate moms. To share your own Thank You Mom message, please visit http://www.facebook.com/thankyoumom/app_355982491091876.
 
To follow news and updates on the entire Thank You Mom campaign, consumers can visit and “like” www.facebook.com/thankyoumom.
 
 
CLIENT Procter & Gamble
PROJECT NAME Best Job
 
W+K PORTLAND
Creative Directors Danielle Flagg / Karl Lieberman
Copywriter Kevin Jones
Art Director Ollie Watson
Senior Agency Producers Erika Madison / Matt Hunnicutt
Account Team Eric Gabrielson / Jesse Johnson
Business Affairs Cindy Lewellen
Executive Creative Directors Mark Fitzloff / Susan Hoffman
Head of Broadcast Production Ben Grylewicz
 
PRODUCTION
Production Company Anonymous Content
Director Alejandro González Iñárritu
Executive Producer Dave Morrison / Eric Stern / Jeff Baron
Head of Production SueEllen Clair 
Line Producer John Benet
Director of Photography Rodrigo Prieto
First Assistant Directors Peter Kohn / Javier Soto
Production Designer Jeremy Hindle
Costume Designer Casey Storm
Associate Producer Chris Gallagher
Production Supervisor Natalie Jacobson
 
EDITORIAL 
Editorial Company Joint Editorial 
Editor Peter Wiedensmith
Post Executive Producer Patty Brebner
Post Producer Shelli Jury
Assistant Editor Eric Hill
 
TELECINE
Telecine Company The Mill LA
Colorist Adam Scott
Telecine Producer LaRue Anderson
 
VFX
VFX Company The Mill LA
Executive Producer Sue Troyan
Producer Enca Kaul
Shoot Supervision Phil Crowe / Hitesh Patel / Tom Bussell
2D Lead Artists Andy Bate / Phil Crowe
3D Lead Artist Nick Lines
2D Artists Becky Porter / Daniel Lang
3D Artists Mike Panoy / Adam Carroll / James Brady
2D Assists Robert Murdoch / Remedy Jeannie Huynh
Matte Paintings Gawain Liddiard / Andy Wheater
Production Coordinator Kiana Bicoy
 
MUSIC 
Composer Ludovico Einaudi
Song Divenire
 
SOUND DESIGN
Sound Design Company Joint Editorial
Sound Designers Peter Wiedensmith / Eric Hill
 
 
MIX
Mix Company Eleven Sound
Mixer Jeff Payne
Assistant Mixers AJ Murillo / Ben Freer
Producer Caroline O’Sullivan
 

 

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lbbonline.com, Mon, 23 Apr 2012 17:49:22 GMT