Procter & Gamble - "Dig it. Get it."

Leo Burnett Toronto

Leo Burnett Toronto Toronto, Canada

Awards

9803

Marque: Procter & Gamble
Pays: Canada

Annonceur: Procter & Gamble

Titre	Dig it. Get it.
Agence	Leo Burnett Toronto
Campagne	Dig it. Get it.
Annonceur	Procter & Gamble
Marque	Procter & Gamble
Date de première diffusion/publication	2011 / 8
Secteur d'activité	Produits d'entretien, savons, détergents
Philosophie	P&G Cheer: "Dig it. Get it." P&G challenged Leo Burnett Toronto to help make its Cheer laundry detergent cool by taking the brand’s marketing to the next level. On August 15, P&G’s brand Cheer released, “Dig It. Get It,” a music video with up in coming band, Strange Talk. By bringing together innovative hotspot technology and the emerging trend of interactive videos in a whole new way, we were able to deliver a music video that lets you “dig” color in a whole new way. The cool part, the interactive video is packed with colorful items that are up for grabs for viewers. Using annotation technology within the interactive video, when a participant clicks on something in the video, they get it. It’s that simple. Essentially, it's P&G’s way of letting colorful people find color, dig it and own it like never before.The program kicked off with a two-week teaser phase, promoting the launch of the music video. Although new Cheer design cues were incorporated into all touch points, the name and involvement was never mentioned. All media drove to an event page on Facebook where participants could RSVP 'attending' to the video launch. The video went live on YouTube August 15 and for the next two weeks 19,000 colorful giveaways will be released through YouTube's annotation technology. Once the user clicks on an item, they are taken to Cheer's Facebook page where the partnership with the band is revealed and the reason for being is explained.
Type de média	Digital
Réalisateur	Radical Friend
Imagerie numérique	Jacqueline Adediji
Directeur artistique	Sean Perkins
Concepteur / rédacteur	Jennifer Smith
Directeur artistique	Mark Nilsen
Chef de projet	Cimmeron Kirk
Planneur	Brent Nelson & Christina Boldt
Chef de groupe	Dan Koutoulakis
Directeur de clientèle	Natasha Dagenais
Directeur de clientèle	Wendy Dixon
Other	Kim Koster
Directeur de création groupe	Steve Persico
Directeur de création groupe	Sam Cerullo & Anthony Chelvanathan
Directeur de création	Heather Chambers & Lisa Greenberg
Responsable de la création	Judy John
Interprète / Acteur	Strange Talk
Maison de production	Spy Films
Monteur	Luke Lynch