2014 Platinum PR Awards: Global PR Campaign

Winner: MMK - P&G Thank You Mom Campaign

The MMK/P&G Thank You Mom Campaign for the Sochi 2014 Olympic Winter Games celebrated not just the athletes but the moms who made their journey possible. The campaign created an echo chamber across media platforms, making P&G’s role with athletes and moms an inescapable, universally accepted part of the global Olympic conversation, preparing audiences for the powerful message of the ad campaign.

Launching 101 days out, the campaign served up P&G’s “Raising an Olympian” film series, chronicling the journeys of 28 world-class athletes and moms to both users and content starved media. Also launched was the powerful two-minute video, “Pick Them Back Up,” securing media exclusives that set off a chain reaction of views and coverage.

When moms hit Sochi, the P&G Family Home was their home away from home. P&G pampered Olympic moms with Pantene, Olay and CoverGirl. Pampers coddled babies while Gillette, Head and Shoulders and Braun groomed dads.

Ultimately, 17 P&G brands enjoyed unique Olympic themed campaigns around the world, activating media in 28 countries, generating 25 billion impressions and 146 million digital views of assets worldwide.

Honorable Mentions:

  • AMD - GPU14: The Launch of Next Generation AMD Radeon Graphics Cards
  • APCO Worldwide - Cruise Lines International Association Cruise Forward Campaign
  • Financial Times' 125th Anniversary
  • Luxottica Group – Vogue Eyewear
  • RF Binder - edX Seeks to Educate the World (for Free)