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CLIO Awards: P&G and Wieden+Kenndey Portland shined for their moving 2016 Rio campaign
Manuela Walfenzao| 26 de agosto de 2016
Imagen de la campaña Thank you, mom
The CLIO awards team talked to Lawrence Melilli and Matt Mulvey of Wieden + Kennedy Portland, responsible for the P&G 2016 Rio campaign Thank you, mom. “We have a great team, clients included. Everybody wants the same thing in the end: to make something great that people will really relate to” both said. The campaign began in 2010 and in each Olympics it had addressed different themes. “The brief has actually remained the same since day one: to pay tribute to the moms behind the athletes. As we worked on this year’s campaign we found so many insights about moms that we presented four options, and P&G chose the one we all liked most” they said. Creatives consider that before the Thank You, Mom campaign was launched, most Olympics advertising didn’t go much deeper than talking about the athlete or national pride. Since then, there’re more and more companies taking the chances P&G has taken. The CLIO jury pointed out that this was one of the favorite campaigns in this edition awards. “As creatives, we felt huge pressure. We were new to the account and obviously had huge shoes to fill. From a creative standpoint, we knew if it wasn’t as compelling as what came before, it was going to be looked on as a failure. We definitely didn’t take the responsibility lightly” they concluded.
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