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Procter & Gamble "My Black is Beautiful"
It's time to talk about The Talk

RAN IN: United States

CLIENT
Procter & Gamble

Verna Coleman-Hagler, NA Beauty, Brand Manager

AGENCY
BBDO New York *Lead Agency

Marcel Yunes, Creative Director
Rick Williams, Creative Director
Nedal Ahmed, Associate Creative Director/Copywriter
Bryan Barnes, Associate Creative Director/Art Director
Anita May, Global Account Leader
Sangeet Pillai, Group Planning Director


Hearts & Science

Jose Bello, Senior Director, Total Market


Egami

Liv Lewis, Vice President


Barefoot Proximity

Peter Raber, Associate Creative Director


SUMMARY

Established in 2006, P&G’s “My Black Is Beautiful” platform was created to celebrate the beauty – inside and out – of African-American women. But as racial bias re-emerged as a divisive theme in the United States, the brand, a longtime advocate of improved lives for all, recognized the need to go beyond beauty. Through a film called “The Talk”, P&G succeeded in sparking a thoughtful, national conversation – one that went beyond shampoo and diapers to launch a new dialogue for the future we build together.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;MOBILE/TABLET;Messaging/Editorial/Content;PR;RADIO;Program/Content;Spots (Radio);TV;Sponsorship (TV);Spots (TV)

Audience: Cultural or Ethnic Group

Objectives: Change brand image

Type: Business to Consumer

Classification: National

Language: English