When the world’s largest advertiser wants to use their muscle to combat racism, making an ad can be a great way to get a conversation going. But making a program that dismantles a structure that reinforces racist thinking, and rebuilds it into something equitable, for us that was a big scary ambition worth taking a swing at.
This program has revolutionized the way P&G approaches production choices, and has opened up hundreds of opportunities to shape culture for underrepresented creatives through the entire production supply chain.
Joe Mongognia, Ben Howard, and Alvaro Soto were the team on this. A magical combination of creative humans.