Procter & Gamble Film Thank You, Mom 2018 by Wieden + Kennedy Portland

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Thank You, Mom 2018

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Industry Sports Teams & Events, Corporate Image
Media Film
Market Worldwide
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Mark Fitzloff
Creative Director Susan Hoffman, Rob Trent
Art Director Patty Orlando
Copywriter Kervins Chauvet
Production Epoch Films
Director Alma Har’El
Released November 2017


One Show 2018
Moving Image Craft Craft - Use of Music / Licensed / Adapted Music - Single or Campaign Silver

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

Agency: Wieden + Kennedy Portland
Executive Creative Directors: Susan Hoffman / Mark Fitzloff
Creative Directors: Susan Hoffman
Copywriter: Kervins Chauvet
Art Director: Patty Orlando
Producer: Hayley Goggin Avila
Account Team: Trish Adams / Marcelina Ward / Ebony Francis
Strategy: David Terry
Business Affairs Manager: Anna Beth Nagel

Production Company: Epoch Films
Managing Director: Mindy Goldberg
Director: Alma Ha’rel (Alma Harel)
Executive Producer: Melissa Culligan
Head of Production: Megan Murphree
Line Producer: Chris Leggett
Director of Photography: Matthias Koenigswieser
Production Designer : JC Molina
Wardrobe Stylist : Courtney Hoffman
Canadian Production Co: Suneeva

Editorial Company: WhiteHouse Post
Editor: Lisa Gunning
Assistant Editor: Nick O’Neill
Post Producer: Leah Carnahan
Post Executive Producer: Joni Williamson

VFX Company: Saint
Creative Director: Rob Trent
Flame Artist: Dave Stern / Michael Vaglienty
VFX Producer: Kristina Theogersen
Executive Producer: Helen Park

Music Company: Walker
Song + Artist : “Ooh Child” Connie “MILCK” Lim (Original Song by the Five Stair Steps)
Song Produced By: AG
Executive Producer: Sara Matarazzo
Engineer: Graeme Gibson

Sound Company: Joint
Sound Designer: Noah Woodburn
Producer : Jen Milano

Mix Company: Eleven
Mixer: Jeff Payne
Assistant Mixer: Jordan Meltzer
Executive Producer: Melissa Elston
Producer: Maddee Bonniot

When the world sees differences, a mom sees boundless potential. For the Winter Olympics 2018, we’re honoring a mom’s role in helping her kids overcome the world’s bias. Just imagine what the world could be if we all saw each other through a mom’s loving eyes. Thank you, Mom. To learn more about the Olympic Winter Games PyeongChang 2018 and our campaign, visit:

At P&G we aspire to a world where everyone is equally free to pursue their dreams, no matter who you are, where you come from, who you love, or how you worship. We’re using our voice as an Olympic Games sponsor to celebrate a mom’s role in helping her kids overcome bias and seeing their potential no matter what others see. Just imagine what the world could be if we all saw each other through a mom’s eyes.

Thank You, Mom.
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.