The Shift

Instead of playing defense

embracing a
difficult conversation

The Challenge
Stand out as a leader and drive an important conversation about implicit bias

P&G was ready to launch an ad campaign bridging the divide on racial bias but knew there was a risk that critics could see it as encouraging divisiveness.

The Insight
Context is king. We found articulating the goal of the campaign was essential to minimizing potential backlash

By reframing “The Talk” as part of a larger dialogue about all forms of bias, we helped P&G preempt criticism and earn credit for taking a stand on the issue.

The Result

This context-setting language was used everywhere from the video’s YouTube description to press releases and media talking points, supporting the launch of the commercial that ultimately won an outstanding commercial Emmy award and the Film Grand Prix at Cannes.

The outstanding Emmy award
winning commercial