The P&G Thank You, Mom campaign has created the most watched and shared Olympics ads of all times. Going into Rio, there was a growth of radical global, social, and economic change. For the campaign to continue to be effective, it had to evolve in a way that reflected the times.

The work shifted to show the stories behind the strength of Mom at frightening and defining life moments that in turn gave their children strength at the moments they need it the most. 

The large spot was made in a more cinematic style, so the supporting work did as well to support the dramatic tone.

Raising an Olympian films focused on the times of adversity and setback in the athletes' life when they had to be their strongest.

All work was distributed globally, adapted locally, with live reactions through the Olympic Games. It was broadcast over TV networks, owned platforms, social networks and custom YouTube channels.

PARTNERS
Eric Baldwin, Sally Desipio, Lawrence Melilli, Denny Robles