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 YorkCountry: United States

Objectives

First and foremost, our hope was to deliver a groundbreaking piece of content that would extend beyond the borders of what's expected and familiar among recognizable, established brands. In the current market, consumers care about more than quality products, recognizable brand names, and dependable customer service. With consumers more socially atuned than ever before, companies have to go beyond business to connect on a deeper level.

Our primary communication objective was to invest into a meaningful...

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