The Procter & Gamble Company today announced a series of innovative new creative partnerships with John Legend, Arianna Huffington’s Thrive Global, and others that reimagine creativity to reinvent advertising at a time when change is needed.
Meeting growing consumer demand for authentic stories and experiences that positively impact society and humanity, these partnerships embrace the convergence of advertising, journalism, filmmaking, music, comedy, and technology. They also bring together creative innovators who embrace equality and inclusion to create more inspiring creativity that people want to experience time and time again.
“For too long, the ad world has been in its own world – separate from other creative industries and becoming less relevant to consumers. It’s time to reimagine creativity to reinvent advertising,” said Marc Pritchard, Chief Brand Officer, Procter & Gamble. “There are vast sources of creativity available, and today P&G is taking action to merge the ad world with other creative worlds though partnerships that embrace humanity and broaden our view of what advertising could be.”
This week at the Cannes Lions International Festival of Creativity, P&G is calling on the industry to lead disruption by joining forces with other creative worlds, and is announcing several new partnerships:
A creative partnership with John Legend that integrates multiple genres to explore various aspects of humanity and the human experience – such as parenthood, modern masculinity, music and social justice – with P&G and its Pampers, Gillette and SK-II brands.
A humanity-based partnership with Arianna Huffington’s Thrive Global, which embeds “micro-step habit stacking” into P&G brands such as Oral-B and Crest, Pampers, Venus, Secret and Pantene, blending cognitive and behavioral science with life science to help consumers reduce stress and improve daily health.
A courageous partnership with Saturday Morning, a ground-breaking, socially conscious creative collective who, together with P&G, will preview a new short film called “THE LOOK” that tackles head on the issue of racial bias, building on the success of “The Talk” which won several Lions, including a Grand Prix.
A collective partnership to relaunch Free the Bid into Free the Work, a curated talent discovery service founded by award-winning filmmaker Alma Har’el, designed for women and underrepresented creators to develop new-to-the-world stories never experienced before – because creativity loves diversity.
A creative partnership with GLAAD to celebrate all aspects of human inclusion and expression, including a new film from Pantene that updates the brand’s iconic “Don’t Hate Me Because I’m Beautiful” campaign.
Technology partnerships that embed cutting-edge technology into brands to create superior consumer experiences. The interactive P&G LifeLab will open at Cannes featuring new P&G products and experiences like Oral-B Sense, Olay Skin Advisor, SK-II FutureX Smart Store, My Black is Beautiful, and an immersive virtual reality experience from Verizon Media supported by content from HuffPost.