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爱超过偏见
案例简介：概要 这对宝洁来说是一个长期的旅程，加入了其他关注性别偏见的活动，比如Ariel's Share the Load，总是像一个女孩，sk-ii的婚姻市场接管，以及宝洁的We See Equal，以及强调种族偏见对话的活动，就像在谈话中一样，还有性取向，就像在维克斯的关怀和秘密的女士房间里一样。作为世界上最大的广告客户，我们有一个独特的机会，通过我们的广告获得数十亿的积极信息。我们可以用我们的声音成为一种向善的力量，照亮限制人类潜力的偏见。我们希望促进公开讨论，影响态度，理想地改变行为。 战略 “谢谢你，妈妈” 是一项长期活动的一部分，该活动为宝洁提供了一个深刻的情感平台，以推动全球积极变化。作为世界上最大的广告商，我们的品牌每天都触及50亿人的生活，我们在早期就挑战奥林匹克工作，以服务于更高的目标。在奥运会期间，各行各业的人们在共同的事业下走到一起。一个时刻，无论世界多么分裂，或者我们之间的分歧看起来多么不可逾越，整个星球都聚集在一起，拥抱我们分享的东西，而不是那些分裂我们的东西。考虑到我们生活的时代和我们世界当前的挑战，我们觉得传统的 “妈妈做一切” 的信息会有点聋。我们想利用这个平台来激发全球对话。 结果 反应是压倒性的，全世界的妈妈们都发表了自己的偏见经历的个人证词，以及像Ellen DeGeneres和Tyler Oakley这样的真实影响者证明了竞选活动的资格。我们还与相关的mezzo和micro影响者共同创建了内容，他们积极参与偏见对话，以继续分享和扩大我们的资产。在社交方面，我们在100天的所有其他顶级奥运会赞助商中占据了主导地位，并在整个奥运会期间保持了巨大和受欢迎的地位，导致3亿的视频观看次数和超过50亿的全球媒体印象。 执行 通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族，性别，宗教，残疾，性取向还是阶级，以及母亲的爱如何克服。每当需要添加合作者时，我们就越来越有意建立一个团队，其中包括女性，有色人种，来自不同文化背景的人以及LGBTQ社区的成员。该活动在开幕式前100天推出了一部93国歌电影，当时奥运对话开始于媒体和消费者。我们继续在奥运会之前和奥运会期间的高度相关时刻，通过付费、付费和自有渠道生成/分发的内容，讲述真正的奥运选手面临偏见的更深层次的故事，让我们的故事栩栩如生。在平昌的地面上，我们举行了一个小组讨论会，奥林匹克运动员就性别偏见发表了讲话。 CampaignDescription 我们在一个简单但普遍相关的观点中找到了这个简短的答案: 无意识的偏见是一种威胁全球人类潜力的力量，我们的妈妈是我们的第一个倡导者-最初的活动家。他们以大大小小的方式为我们而战，鼓励我们，并在有机会的时候预示着我们的潜力。在我们的分歧威胁要分裂我们的时候，妈妈的爱向我们展示了互相支持的意义，互相支持，无论如何互相支持。通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族，性别，宗教，残疾，性取向还是阶级，以及当偏见抬头时，母亲的爱如何克服。想象一下，如果我们都通过母亲的眼睛看到彼此，世界会是什么样子。 项目成果简介 临近2018冬季奥运会，世界被社会动荡所困扰。从华盛顿特区有史以来最大规模的妇女游行到全球各地的起义，世界各地的人们都在表达对生活在机会和平等的不满。在奥运会期间，来自世界各地和各行各业的人们在共同的事业下走到一起。一个时刻，无论世界多么分裂，或者我们之间的差异看起来多么不可逾越，整个星球都聚集在一起，拥抱我们分享的东西，而不是那些分裂我们的东西。我们想利用这一时刻和奥林匹克舞台，通过妈妈的镜头激发全球对话。
爱超过偏见
案例简介：Synopsis This has been a longstanding journey for P&G, joining other campaigns that bring attention to gender bias, such as Ariel’s Share the Load, Always’s Like a Girl, SK-II’s Marriage Market Takeover, and P&G’s We See Equal, and campaigns highlighting conversations about racial bias, as in The Talk, and sexual orientation, as in Vicks’s Touch of Care and Secret’s Ladies’ Room. As the world’s largest advertiser, we have a unique opportunity to reach billions with a positive message through our advertising. We can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote an open discussion, influence attitudes, and ideally change behavior. Strategy “Thank you, Mom” is part of a long-running campaign that has given P&G a deeply emotional platform to drive global positive change. As the world’s largest advertiser—whose brands, in aggregate, touch the lives of five billion people every day—early on, we challenged the Olympic work to serve a higher purpose. During the Olympic Games, people from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet convenes to embrace the things that we share instead of those that divide us. We felt that the traditional “moms do it all” message would have been somewhat tone deaf considering the times we live in and the current challenges of our world. We wanted to use this platform to inspire a global conversation. Outcome The response was overwhelmingly positive, with moms worldwide posting their personal testimonies of experiences with bias and authentic influencers like Ellen DeGeneres and Tyler Oakley credentialing the campaign. We also co-created content with relevant mezzo and micro influencers who are active in bias conversation to continue sharing and amplifying our assets. Socially, we dominated the conversation over all other top Olympic sponsors at 100 days and remained big and popular through the Games, resulting in 300 million video views and more than five billion earned media impressions globally. Execution Through the work, we set out to show the impact of bias on people's lives, whether race, gender, religious, disability, sexual orientation, or class, and how a mother’s love can overcome. Every time there was a need to add a collaborator, we became increasingly intentional in building a team that included women, people of color, people from different cultural backgrounds, and members of the LGBTQ community. The campaign launched 100 days before the Opening Ceremony with a :93 anthem film, when the Olympic conversation began with media and consumers. We continued to bring our story to life at highly relevant moments leading up to and during the Olympic Games via content generated/distributed across paid, earned, and owned channels that told deeper stories of real Olympians who faced bias. On the ground in Pyeongchang we held a panel where Olympians spoke on gender bias. CampaignDescription We found the answer to this brief in a simple yet universally relevant sentiment: unconscious bias is a force that threatens human potential globally, and our moms are our first advocates—the original activists. In big and small ways, they fight for us, encourage us, and herald our potential whenever they get a chance. In a time when our differences threaten to divide us, a mom’s love shows us what it means to stand by each other, hold each other up, and champion one another no matter what. Through the work, we set out to show the impact of bias on people's lives, whether it’s race, gender, religious, disability, sexual orientation, or class, and how when bias rears its ugly head, a mother’s love can overcome. Just imagine what the world would be if we all saw each other through a mother’s eyes. BriefWithProjectedOutcomes Approaching the 2018 Olympic Winter Games, the world had been rattled by societal unrest. From the largest women’s march ever in Washington, D.C., to uprisings all over the globe, people everywhere were expressing their discontent with living on the sidelines of opportunity and equality. During the Olympic Games, people from all over the world and from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet comes together to embrace the things that we share instead of those that divide us. We wanted to use this moment and the Olympic stage to inspire a global conversation through the lens of moms.
Love Over Bias
案例简介：概要 这对宝洁来说是一个长期的旅程，加入了其他关注性别偏见的活动，比如Ariel's Share the Load，总是像一个女孩，sk-ii的婚姻市场接管，以及宝洁的We See Equal，以及强调种族偏见对话的活动，就像在谈话中一样，还有性取向，就像在维克斯的关怀和秘密的女士房间里一样。作为世界上最大的广告客户，我们有一个独特的机会，通过我们的广告获得数十亿的积极信息。我们可以用我们的声音成为一种向善的力量，照亮限制人类潜力的偏见。我们希望促进公开讨论，影响态度，理想地改变行为。 战略 “谢谢你，妈妈” 是一项长期活动的一部分，该活动为宝洁提供了一个深刻的情感平台，以推动全球积极变化。作为世界上最大的广告商，我们的品牌每天都触及50亿人的生活，我们在早期就挑战奥林匹克工作，以服务于更高的目标。在奥运会期间，各行各业的人们在共同的事业下走到一起。一个时刻，无论世界多么分裂，或者我们之间的分歧看起来多么不可逾越，整个星球都聚集在一起，拥抱我们分享的东西，而不是那些分裂我们的东西。考虑到我们生活的时代和我们世界当前的挑战，我们觉得传统的 “妈妈做一切” 的信息会有点聋。我们想利用这个平台来激发全球对话。 结果 反应是压倒性的，全世界的妈妈们都发表了自己的偏见经历的个人证词，以及像Ellen DeGeneres和Tyler Oakley这样的真实影响者证明了竞选活动的资格。我们还与相关的mezzo和micro影响者共同创建了内容，他们积极参与偏见对话，以继续分享和扩大我们的资产。在社交方面，我们在100天的所有其他顶级奥运会赞助商中占据了主导地位，并在整个奥运会期间保持了巨大和受欢迎的地位，导致3亿的视频观看次数和超过50亿的全球媒体印象。 执行 通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族，性别，宗教，残疾，性取向还是阶级，以及母亲的爱如何克服。每当需要添加合作者时，我们就越来越有意建立一个团队，其中包括女性，有色人种，来自不同文化背景的人以及LGBTQ社区的成员。该活动在开幕式前100天推出了一部93国歌电影，当时奥运对话开始于媒体和消费者。我们继续在奥运会之前和奥运会期间的高度相关时刻，通过付费、付费和自有渠道生成/分发的内容，讲述真正的奥运选手面临偏见的更深层次的故事，让我们的故事栩栩如生。在平昌的地面上，我们举行了一个小组讨论会，奥林匹克运动员就性别偏见发表了讲话。 CampaignDescription 我们在一个简单但普遍相关的观点中找到了这个简短的答案: 无意识的偏见是一种威胁全球人类潜力的力量，我们的妈妈是我们的第一个倡导者-最初的活动家。他们以大大小小的方式为我们而战，鼓励我们，并在有机会的时候预示着我们的潜力。在我们的分歧威胁要分裂我们的时候，妈妈的爱向我们展示了互相支持的意义，互相支持，无论如何互相支持。通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族，性别，宗教，残疾，性取向还是阶级，以及当偏见抬头时，母亲的爱如何克服。想象一下，如果我们都通过母亲的眼睛看到彼此，世界会是什么样子。 项目成果简介 临近2018冬季奥运会，世界被社会动荡所困扰。从华盛顿特区有史以来最大规模的妇女游行到全球各地的起义，世界各地的人们都在表达对生活在机会和平等的不满。在奥运会期间，来自世界各地和各行各业的人们在共同的事业下走到一起。一个时刻，无论世界多么分裂，或者我们之间的差异看起来多么不可逾越，整个星球都聚集在一起，拥抱我们分享的东西，而不是那些分裂我们的东西。我们想利用这一时刻和奥林匹克舞台，通过妈妈的镜头激发全球对话。
Love Over Bias
案例简介：Synopsis This has been a longstanding journey for P&G, joining other campaigns that bring attention to gender bias, such as Ariel’s Share the Load, Always’s Like a Girl, SK-II’s Marriage Market Takeover, and P&G’s We See Equal, and campaigns highlighting conversations about racial bias, as in The Talk, and sexual orientation, as in Vicks’s Touch of Care and Secret’s Ladies’ Room. As the world’s largest advertiser, we have a unique opportunity to reach billions with a positive message through our advertising. We can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote an open discussion, influence attitudes, and ideally change behavior. Strategy “Thank you, Mom” is part of a long-running campaign that has given P&G a deeply emotional platform to drive global positive change. As the world’s largest advertiser—whose brands, in aggregate, touch the lives of five billion people every day—early on, we challenged the Olympic work to serve a higher purpose. During the Olympic Games, people from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet convenes to embrace the things that we share instead of those that divide us. We felt that the traditional “moms do it all” message would have been somewhat tone deaf considering the times we live in and the current challenges of our world. We wanted to use this platform to inspire a global conversation. Outcome The response was overwhelmingly positive, with moms worldwide posting their personal testimonies of experiences with bias and authentic influencers like Ellen DeGeneres and Tyler Oakley credentialing the campaign. We also co-created content with relevant mezzo and micro influencers who are active in bias conversation to continue sharing and amplifying our assets. Socially, we dominated the conversation over all other top Olympic sponsors at 100 days and remained big and popular through the Games, resulting in 300 million video views and more than five billion earned media impressions globally. Execution Through the work, we set out to show the impact of bias on people's lives, whether race, gender, religious, disability, sexual orientation, or class, and how a mother’s love can overcome. Every time there was a need to add a collaborator, we became increasingly intentional in building a team that included women, people of color, people from different cultural backgrounds, and members of the LGBTQ community. The campaign launched 100 days before the Opening Ceremony with a :93 anthem film, when the Olympic conversation began with media and consumers. We continued to bring our story to life at highly relevant moments leading up to and during the Olympic Games via content generated/distributed across paid, earned, and owned channels that told deeper stories of real Olympians who faced bias. On the ground in Pyeongchang we held a panel where Olympians spoke on gender bias. CampaignDescription We found the answer to this brief in a simple yet universally relevant sentiment: unconscious bias is a force that threatens human potential globally, and our moms are our first advocates—the original activists. In big and small ways, they fight for us, encourage us, and herald our potential whenever they get a chance. In a time when our differences threaten to divide us, a mom’s love shows us what it means to stand by each other, hold each other up, and champion one another no matter what. Through the work, we set out to show the impact of bias on people's lives, whether it’s race, gender, religious, disability, sexual orientation, or class, and how when bias rears its ugly head, a mother’s love can overcome. Just imagine what the world would be if we all saw each other through a mother’s eyes. BriefWithProjectedOutcomes Approaching the 2018 Olympic Winter Games, the world had been rattled by societal unrest. From the largest women’s march ever in Washington, D.C., to uprisings all over the globe, people everywhere were expressing their discontent with living on the sidelines of opportunity and equality. During the Olympic Games, people from all over the world and from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet comes together to embrace the things that we share instead of those that divide us. We wanted to use this moment and the Olympic stage to inspire a global conversation through the lens of moms.
爱超过偏见
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Love Over Bias
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