We wanted P&G to be an active participant in Mother's Day in 2014, so we created a process to send personalized, custom-designed Motherly Words of Wisdom out to individuals and the world.

We kicked off the week by broadcasting a video with Maria Shriver about her mother Eunice, sent out influencer kits and hosted a PR media event. We then spent a week sourcing, selecting, designing, approving and posting content in real-time from Twitter and Facebook. We published the collection on Pinterest.

In total, we created almost 300 unique typographic posters in the week leading up to Mother's Day. 

When it was all over, we also created a coffee table book of all the work.

AWARDS
The Webby Awards
Social > Best Photography and Graphics
Cannes Lions
Cyber > Social > Response/Real-Time Activity

PARTNERS
Kevin Jones, Jeff Gillette, Over 30 unique Designers including Angie Maurer, Katie McHugh, Molly Kennedy-Darling and Paul Levy