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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands