Theo Mercado
Assistant Editor at Goodby Silverstein & Partners
San Francisco, United States
TitleThe Talk (120s)
Agency
Campaign The Talk
Advertiser Procter & Gamble
Brand Procter & Gamble
PostedApril 2018
Business Sector Household Products & Maintenance
Story For black parents, “The Talk” is not about the birds and the bees. It is a must-have conversation in which parents prepare their children to face a world with racial bias, and protect them from racial bias’ harmful effects.;P&G wanted to find ways to authentically connect with African-American consumers and use its advertising voice for good and growth. So, “The Talk” campaign was created.;Traditional, more granular KPIs seemed minute when measured against the potential of a broader cultural impact for good. Therefore, the campaign’s success would be measured not only by the amount of people it reached, but most importantly, the quality of the conversations it inspired.
Media Type Television & Cinema
Length
Production Company
Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Associate Creative Director
Associate Creative Director
Director of Integrated Production
Executive Producer
Senior Producer
Executive Music Producer
Group Planning Director
Account Manager
Director
Director of Photography (DOP)
Director of Photography (DOP)
Line Producer
Line Producer
Head of Production
Production Designer
Costume
Editing Company
Lead Editor
Editor
Editor
Production Company Producer
Music Company / Composer Pulse Music NY
Music Producer
Music Composer
Music Composer
Sound Designer
Sound Designer
Mixer Heard City
Mixer
Mixer
Executive Producer
Production Company Producer
Production Company Producer
Special Effects / VFX The Mill NY
Coloring
Colorist
Production Company Producer
Production Company Producer
Production Company Producer
Executive Producer
2D Lead
Multicultural Strategic Communications
Website
Collateral
Media Agency Hearts & Science

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