Procter & Gamble Film Love Over Bias [short] by Wieden + Kennedy Portland

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Love Over Bias [short]

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Industry Sports Teams & Events, Corporate Image
Media Film
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Mark Fitzloff
Creative Director Susan Hoffman
Art Director Patty Orlando
Copywriter Kervins Chauvet
Production Epoch Films
Director Alma Har’El
Released February 2018


Lions Communication 2018
Film Lions TV / Cinema > Other FMCG Silver Lion

Credits & Description

Spot Title: Thank You Mom | The Winter Olympics 2018 | #LoveOverBias
Campaign: P&G- Love Over Bias / "Love Over Bias Anthem"
Client: Procter and Gamble
WIEDEN+KENNEDY Portland, USA Entrant Company
WIEDEN+KENNEDY Portland, USA Idea Creation
EPOCH FILMS New York, USA Production
Susan Hoffman Wieden + Kennedy Creative Director
Mark Fitzloff Wieden + Kennedy Executive Creative Director
Patty Orlando Wieden + Kennedy Art Director
Kervins Chauvet Wieden + Kennedy Copywriter
Hayley Goggin Avila Wieden + Kennedy Producer
David Terry Wieden + Kennedy Strategist
Trish Adams Wieden + Kennedy Account Team
Marcelina Ward Wieden + Kennedy Account Team
Ebony Francis Wieden + Kennedy Account Team
Noreen Morioka and Nicole Jacek Wieden + Kennedy Design Co-Heads
Anna Beth Nagel Wieden + Kennedy Business Affairs Manager
Mindy Goldberg Epoch Films Managing Director
Alma Ha'rel Epoch Films Director
Melissa Culligan Epoch Films Executive Producer
Megan Murphree Epoch Films Head of Production
Matthias Koenigswieser Epoch Films Director of Photography
Chris Leggett Epoch Films Line Producer
JC Molina Epoch Films Production Designer / Wardrobe Stylist
Courtney Hoffman Epoch Films Production Designer / Wardrobe Stylist
Lisa Gunning WhiteHouse Post Editor
Nick O'Neil WhiteHouse Post Assistant Editor
Joni Williamson WhiteHouse Post Post executive producer / Executive Producer
Leah Carnahan WhiteHouse Post Post executive producer / Executive Producer
Rob Trent SAINT VFX Creative Director
Dave Stern SAINT Flame Artist
Michael Vaglienty SAINT Flame Artist
Kristina Theogersen SAINT VFX Producer / Executive Producer
Helen Park SAINT VFX Producer / Executive Producer
AG WALKER Music Producer
Sara Matarazzo WALKER Executive Producer / Engineer
Graeme Gibson WALKER Executive Producer / Engineer
Noah Woodburn JOINT Sound Designer / Sound Producer
Jen Milano JOINT Sound Designer / Sound Producer
Jeff Payne ELEVEN Mixer / Asst. Mixer
Jordan Meltzer ELEVEN Mixer / Asst. Mixer
Melissa Elston ELEVEN Executive Producer / Producer
Maddee Bonniot ELEVEN Executive Producer / Producer
Entry Summary
- Racial Bias: Black athletes are highly underrepresented in winter sports. There is a false belief that "black people don't ski."
- LGBTQ Bias: Effeminate boys are bullied and thought to be weaker than their peers.
- Socioeconomic Bias: On top of having fewer resources, children who grow up without the financial means frequently receive fewer opportunities.
- Cultural Bias: Female athletes, especially of certain cultures, are oppressed on the basis of cultural traditions.
- Gender Bias: Females, especially in some cultures, are told they should stay away from sport and not be too tough, otherwise they risk never being married.
- Disability Bias: Disabled children often miss out on sport opportunities available to their peers.
Brief Explanation
This film highlights a mom's role as her child's first and greatest advocate-she's the one who sees his or her potential despite what others see. In this film we see moms encouraging and supporting their child athletes in a world that isn't always accepting of them. An African American mom realizes the racial biases her daughter will have to face. An Eastern European mom consoles her effeminate son. Another mom uplifts her son regardless of socioeconomic challenges. A Korean mom approves of her daughter's choices in the face of gender bias. A Saudi mom proudly stands behind her daughter against religious bias, and a Japanese mom protects her son in light of his physical disability. In each scene we see how the world presents obstacles and watch these moms push their kids to persevere and overcome.