Proctor & Gamble - Thank You Mom

Our brief was to find a simple, flexible way to help everyone say "Thank You" to their mums. Working with Wieden + Kennedy, we built a YouTube and web application that accepts messages of thanks to mums all over the world.

People were invited to add text, photo and video submissions via the 'Thank You Mom' website or through the accompanying social applications. Our participatory element was interleaved throughout the wider campaign, and launched with a beautifully directed commercial by Alejandro González Iñárritu

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Proctor & Gamble Ltd


Wieden + Kennedy, Portland

Production Company

The Rumpus Room