Procter & Gamble: The Words Matter

Procter and Gamble, a consumer goods company, proved that it cares about social issues in the US by launching a 19-minute documentary film covering the story of a P&G lab tech and vocal gay rights advocate who took up the fight for equal rights.

Campaign details

Advertiser: Procter & Gamble  Brand: Procter & Gamble  Agency: Great Big Story New York Country: United States

Objectives

First and foremost, our hope was to deliver a groundbreaking piece of content that would extend beyond

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