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Olympic Moms

basics
Industry: House, Garden & Pets
Media:TV & Cinema
Market:Brazil
Style: Minimalism
descriptioncnen
CampaignDescription

Behind every great athlete there’s the effort of a dedicated mother. So during the Rio Olympics, we decided to make them our stars. While all cameras focused on athletes’ performance, P&G focused on the relentless supporters of their success: their moms.
Outcome

We grabbed Brazilians by the heart with content no one else has captured, and they connected with the stories so deeply that one of our videos became the most shared branded content during the Olympics. For the first time ever, Globo Esporte used a piece of branded content as an editorial piece. The 16 videos received over 70 million combined views and attracted 2 billion brand impressions. The mother of the athletes became characters in pop culture and one of them went on live TV to teach Brazilians her new chant. The campaign generated ROI of 65, P&G’s best performance ever in Brazil.
Strategy

Our target audience was wide, but the one thing they all had in common was a deep appreciation for the effort that mothers dedicate to their children throughout their lives. Globo.com has a deep relationship with this audience, as it’s not only the digital channel people look to for news, but also anything pop culture related. So we teamed up with them and used their reach to create and spread content that made Brazilians connect with the brand almost every day of the Olympics.
Relevancy

During the Rio Olympic Games, P&G teamed up with Brazil’s largest digital media player - Globo.com - to create real time content using the mothers of four P&G sponsored athletes. One of our videos became the most shared branded content during the Olympics and the mother of the athletes became characters in the pop culture. One of them went on live TV to teach Brazilians her new chant and the fans of her son became her fans as well.
Execution

Thanks to our partnership with Globo.com, we gained access to the arenas and were able to follow the moms of the athletes very closely. At every game, a camera crew was allocated to document the emotional rollercoaster the mothers of the athletes go through. As soon as a game was finished, we edited the content on the fly and used Globo.com to spread it throughout their media channels, including Globo Esporte – Brazil’s largest sports portal with more than 8 million followers on Facebook. Our content sat on a hotsite within globo.com so when people accessed the portal, they were offered to watch the moms’ reactions in real time.
Synopsis

P&G is the leading household products company in Brazil, but in order to really connect with the Brazilian audience during the Rio Games, they had to go beyond the global TV ad and come up with content that was relevant to the local market
credit
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Other credit:Entrant Company: GREY BRAZIL, São Paulo, Brazil
Media Agency: GREY BRAZIL, São Paulo, BRAZIL
Media Agency: GLOBO COMUNICAÇÃO E PARTICIPAÇÕES, Sao Paulo, BRAZIL
PR Agency: GREY BRAZIL, São Paulo, BRAZIL
PR Agency: KETCHUM, São Paulo, BRAZIL
Chief Operating Officer, Marcia Esteves, Grey Brasil
Planning Director, Raquel Messias, Grey Brasil
Broadcast Production, Renata Ruas, Grey Brasil
Broadcast Production, Mariana Mendes, Grey Brasil
Integrated Production, Nathalia Beividas, Grey Brasil
Media Director, Felipe Santos, Grey Brasil
Media Team, Cláudio Knupp , Grey Brasil
Media Team, Bruno Andrade, Grey Brasil
Media Team, George Mofarrej , Grey Brasil
Media Team, Thais Abreu , Grey Brasil
Content Manager, Ewerton Oliveira, Grey Brasil
Motion, Lemonade, Lemonade
Jinny, LOUD, LOUD
Account, Ludmila Stempniewski, LOUD
Global Creative Chairman, Per Pedersen, Grey
CCO Latam, Diego Medvedocky, Grey Latam
President & CEO Latam, Eduardo Maruri, Grey Latam
awards
The One Show 2018
Merit Public Relations
Media Relations
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Excellence in Partnerships for Branded Content
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Corporate Communication & Reputation Management
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Brand Voice & Strategic Storytelling
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