Hasta La Motion!

Procter & Gamble is marking Mothers Day and the build up to the 2016 Olympics in Rio de Janeiro, with “Strong”, a new element in the “Thank you, Mom” campaign. Children are supported by their mothers through stressful events, including an approaching tornado, a car crash, a stalled elevator, aerial turbulence, and bullying. We see those same children encouraged by their mothers to work through the challenges associated with training, followed by the exhilaration of competing in the Olympics. “It takes someone strong to make someone strong”. The Thank You Mom campaign, launched in 2012 with “Best Job“, “Kids“, and “Pick Them Back Up” in 2014, has its own Facebook page: facebook.com/thankyoumom

“This campaign began with the insight that behind every athlete is an amazing mom,” said Marc Pritchard, P&G Global Brand Officer, “Being the Proud Sponsor of Moms is a natural way for us to look at the Olympic Games because P&G brands are part of the journey moms of Olympians, and all moms, take with their kids every day. We see how strong moms are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying ‘Thank You’ to moms for the role they play in raising strong children.”

“Strong” explores the simple human truth that the daily courage moms show echoes at critical times throughout their kids’ lives. The film follows the Olympic Games journeys of four moms and their kids, showing the moments, both large and small, when a mother’s strength makes all the difference, and building to the moment each child summons their own courage on the world’s biggest stage – the Olympic Games.

Each year, P&G’s Olympic Games campaign is inspired by the research brands like Pampers and Bounty do to create products that work better for moms and families. Now for the first time, P&G brands are revealing some of that research in “The Global Mom Report,” offering new insights about what it means to be a mom in today’s world. Among the findings in the report:

91% want their children to feel their presence and the impact of their parenting even when they can’t be together
63% of moms agree it’s more important to set a good example for their children than to be involved in every single aspect of day-to-day caring of their children
After becoming a mom, women said that they appreciated their own mothers more, recognizing her patience (59%), empathy (48%) and emotional strength (52%)

Thank You Mom Credits

The P&G Thankyou Mom Rio 2016 campaign was developed at Wieden + Kennedy, Portland, by creative directors Karl Lieberman and Eric Baldwin, copywriter Matt Mulvey, art director Lawrence Melilli, integrated executive producer Erika Madison, account team Jordan Cappadocia, Ebony Francis and Eric Gabrielson.

Filming was shot by director Jeff Nichols via Rattling Stick with executive producer Joe Biggins, line producer Sally Humphries, director of photography Adam Stone.

Editor was Peter Wiedensmith at Joint Editorial with assistant Dylan Sylwester, post producer Jen Milano.

Visual effects were produced at The Mill by executive creative director Phil Crowe, 2D lead artist Glyn Tebbutt, 3D lead artist Nick Lines, executive producer Enca Kaul, senior producer Chris Harlowe, production coordinator Mary Hayden.

Colourist was Tom Poole at Company 3 with producer Rochelle Brown.

Music, “Experience” by Ludovico Einaudi, was supervised at Walker Music by president Sara Matarazzo.

Sound was designed Brian Emrich and Noah Woodbury at Joint Editorial. Sound was mixed at Eleven Sound by mixer Jeff Payne and producer Suzanne Hollingshead.

Braille Bricks is an experimental literacy tool and inclusion project, being used by the Dorina Nowill Foundation for the Blind, designed by creatives at Brazil advertising agency Lew’LaraTBWA. The idea was conceived from an insight upon first observing the braille alphabet, which is similar to plastic building bricksthat following the 3×2 post pattern. From this reference, Leandro Pinheiro and Ulisses Razaboni, the project’s creators, had the challenge of finding original pieces with the brand’s classic colors. The entire initiative, from the idea to the manufacture, took approximately a year. The initiative was made into a mini documentary showing children’s real reactions and invites the public to use the hashtag #BrailleBricksForAll.

With the project completed, the agency gave the adapted toy to blind children of ages 7 to 10 years old. The use of the Braille Bricks was filmed and made into a mini documentary, which shows the real reactions of the children, the functionality of the new resource, and the results produced for the students. To learn more about the project, visit www.braillebricks.com.br. The site includes testimonials and more videos about the project, as well as interactivity for people to create their own message in braille and their avatar.

Credits

The Braille Bricks campaign was developed at Lew’LaraTBWA by chief creative officers Felipe Luchi and Manir Fadel, CEO Márcio Oliveira, creatives Leandro Pinheiro and Ulisses Razaboni, online creatives Leandro Pinheiro, Ulisses Razaboni, Felipe Pimentel and Cainã Meneses, account team Ricardo Barros and Fernanda Mariano, planning team Renata d’Avila and Anderson Sales, Luiz Ritton, Eduardo Shinohara, Suellen Kiss, Amanda Moura and Danielle Farhat, social media planner Nancy Sestini, art buyer Ale Sarilho, Sabino, Caio Lobo and Natasha Latronico, piece producer Claudio Rocha, photographer Rodrigo Ribeiro, project manager Monalisa Paduin, agency TV producers Luzia Oliveira, Marcella Pappiani e Angela Felicio, agency producers Marcos Pedra and Alexandro Coelho, working with Dorina Nowill Foundation for the Blind team Eliana Cunha, Daniela Coutelle, and Priscila Saraiva.

Filming was shot by director Nixon Freire via Landia with executive producers Carolina Dantas and Sebastian Hall, producer Fabiano Ramos, art director Dartagnan Zavalla, editor Diego Merulla, finisher Henrique Gomes, post producer Rafael Fernandes. Sound was produced at MugShot.

Digital production was done at BASE.

To find out more, please visit http://samsung.com/uk/bedtimevrstories
To experience the VR for yourself, visit https://youtu.be/XRbAvieBXfc

Every parent knows that a bedtime story is a special moment in a child’s day. But what if parents can’t always be there to read to their children? With longer working days and hectic schedules, it’s harder than ever to be home for bedtime.

Introducing Samsung Bedtime VR Stories, an app that means parents and children can share a story, even when they’re apart. So it’s no longer “once upon a time” but rather “happily ever after”.
The app provides a VR story environment where parents and children can see and interact with each other for an immersive, shared experience.

Though still in the prototype phase, Bedtime VR Stories represents a future facing platform for storytelling. In helping parents and children spend more time together, it is a small glimpse of Samsung’s vision for VR and technology more widely.

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