CHALLENGE - COMING SOON
IDEA - COMING SOON
HOW IT WORKS - COMING SOON
Creative Directors: Milos Obradovic, Mihnea Gheorghiu
CHALLENGE
Heineken, a brand that has stood for openness for over 140 years and whose end line is “Open Your World” had lost relevance with the UK consumer. They felt that the brand is just another global enterprise with no deep purpose or soul.
BACKGROUND/TENSION
2016. The year of Brexit. The year of Trump. A year where the divisive and polarizing forces in the world have been closing us down. The problem is, tucked up in our cosy echo-chambers and digital filter bubbles, we have become used to only hearing views that correspond with our own. We don’t see, let alone listen to opinions that oppose ours.
INSIGHT
The truth is there are so many things that we share, no matter what part of the world or background we come from.
IDEA
Demonstrate that there is more that unites us than divides us through a social experiment.
RESULTS
- 17.7 million views (13.6 million organically)
- +2 billion impressions
- 324,000 engagements
- 531,000 shares
- 625+ articles published
- international TV news coverage (USA Today, CNN, MSNBC)
- trending topic on Twitter
- front page of Reddit
- Number 1 ad on Youtube for month of April 2017
- Bronze Lions in Film, Cyber and PR at the Cannes Lions festival
- Additional 5 finalist merits at Cannes Lions festival
Global Chief Creative Officer: Bruno Bertelli
Executive Creative Directors: Dave Monk, Cristiana Boccassini
Global Digital Creative Director: Milos Obradovic
Creative Director: Marcus Iles
Creatives: Dom Desmond, Mark Daw, Seb Howling, Rudhraigh McGrath
CHALLENGE
Although a global leader in the Femcare category, Always is seen as a rather cold and functional brand. The 30 years long efforts to empower girls globally by bringing puberty education to millions of adolescent girls was unknown to the consumers. We were asked to change that perception by creating an emotional bond with women and by bringing to life the brand’s purpose.
INSIGHT
Girls lose their confidence during puberty twice as much as boys and 80% of them never recover completely. Social knocks, like using “like a girl” as an insult, are a big contributor to this fact.
IDEA
Change the meaning of doing something “like a girl” from an insult to something worth being proud of.
RESULTS
- with over 80 million views globally #LikeAGirl is the most viewed ad in the history of P&G
- thousands of comments, tweets from all over the world answering our call to action
- over 110 awards globally including 11 D&AD pencils (1 black pencil) and 14 Cannes Lions (1 Titanium and 1 Grand Prix)
- voted 3rd best ad ever on YouTube
global creative director for all P&G Femcare brands: Judy John
global Social Creative Director for Always: Milos Obradovic
art directors: Nick Bygraves (London), Milos Obradovic (London), Hmi Hmi Gibbs (Chicago)
copywriters: Angel Capobianco (London), AJ Hassan (Chicago)
CHALLENGE - COMING SOON
IDEA - COMING SOON
HOW IT WORKS - COMING SOON
Creative Directors: Milos Obradovic, Mihnea Gheorghiu
In today’s world we can have any sort of information any time we want as we read, we watch, we surf, we twit, we share. In a blink of an eye we can reach every opinion and its opposite. Amazing. Knowledge is so at hand and so quick, we almost don’t feel the need anymore to go deeper than the headline, to spend more than 10 seconds on anything. Scary.
What would happen once we’d lost our ability to dive into something, our need to understand the truth, our craving to grasp the big picture?
written and directed by Milos Obradovic
produced by Giovanni Bedeschi
executive producer: Federico Salvi
starring: Daniele Ornatelli
director of photography: Vittorio Pavesi
music: Paolo Re and Fabrizio Baldoni
