According to the ANA, “The commercial depicts the impact of bias on peoples’ lives through the lens of a wide range of mothers who are shown encouraging and supporting their child athletes in a world that isn’t always accepting of them. It was created by a team of collaborators who have experienced bias in their own lives.”
In addition to claiming the show’s top honors, the P&G/Wieden+Kennedy pairing also took home top honors in the “Total Market” category. P&G, working with multicultural agency EGAMI Group, also was the winner in the African-American category.
Other category winners (and their agencies) in the 2018 ANA Multicultural Awards included:
Asian: JPMorgan Chase (interTrend Communications, Inc.); Hispanic: Goya Foods (Dieste, Inc.); LGBT: Verizon (McCann); People with Disabilities: Canadian Down Syndrome Society (FCB Canada); Audio: Coca-Cola Co. (Casanova//McCann); Print and Experiential Marketing: Comcast (Burrell Communications); Digital/Social/Mobile: PFLAG Canada (FCB/SIX); Socially Responsible: HP Inc. (FF Creative Community); and Significant Results: Lexus (Walton Isaacson).
Now in their 18th year, the latest ANA Multicultural Excellence Awards recognised client-side marketers (and their agency or media partners) that produced multicultural advertising campaigns between June 2017 and June 2018. This year’s competition, open to both ANA members and nonmembers, received 230 entries.
“There’s no question of the growing importance of multicultural advertising in today’s marketing mix,” Bob Liodice, the ANA’s CEO, said.
Sourced from Association of National Advertisers; additional content by WARC staff