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Protect Like A Mother

Industry: House, Garden & Pets
Media:TV & Cinema
Market:United States
Style: Minimalism

For generations, Lysol has been famous for killing germs. We wanted to move the brand beyond “what” it did (kill 99.9% of germs) to why it matters. Protection. That’s what Lysol does, and what moms instinctively do. To connect with the fierce protective nature of moms, we used the only mothers that could match her instinct to protect: mother animals. Everyday around the world, moms stop at nothing to protect their loved ones. This film celebrates moms’ protective instinct and the introduces a big brand platform: What it takes to protect.

Moms’ protectiveness is often portrayed negatively in western culture as smothering or overbearing. There is a stigma to attached to being “overprotective.” We wanted to shift that perception and show that protectiveness is universal, heroic, and yes, badass. And that killing germs with Lysol is just one facet of this.
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Other credit:Entrant Company: McCANN NEW YORK, USA
Co-Chief Creative Officer, Sean Bryan, McCann New York
Co-Chief Creative Officer, Tom Murphy, McCann New York
SVP, Group Creative Director, Susan Young, m:united//McCann
North American Chief Creative Officer, Eric Silver, McCann New York
Chief Production Officer, Nathy Aviram, McCann New York
Executive Music Producer, Eric Johnson, McCann New York
Music Producer, Dan Gross, McCann New York
Global Creative Director, John Mescall, McCann New York
SVP Executive Producer, Winslow Dennis, McCann New York
Executive Strategy Director, Erica Yahr, McCann New York
Global Strategy Director, Sara Watson, McCann New York
Strategy Director, Amanda Shapiro, McCann New York
EVP Global Business Lead, Volker Ast, McCann Worldgroup
SVP Group Account Director, Chioma Aduba, McCann New York
Global Account Executive, Arielle Kroloff, McCann New York
Assistant Account Executive, Leia Brown, McCann New York
Senior Project Manager, Renata Bankowski, McCann New York
The One Show 2018
Merit Moving Image Craft
Craft - Visual Effects / Single
Cannes Lions International Festival of Creativity 2017
Shortlist Film
Household Goods, Home Appliances & Furnishings
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Corporate Image & Communication
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