P&G Cheer: Dig it, Get it

May 20, 2012Filed under Print and House, Garden, Pets
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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.

Advertising Agency:Leo Burnett, Toronto, Canada
Creative Director:Heather Chambers, Lisa Greenberg
Group Creative Directors:Sam Cerullo, Anthony Chelvanathan, Kelly Zettel, Steve Persico
Art Director:Sam Cerullo, Anthony Chelvanathan, Mark Nilsen, Sean Perkins
Copywriter:Kelly Zettel, Steve Persico, Jennifer Smith
Evp:Kim Koster
Managing Partner:Kim Koster
Account Director:Wendy Dixon, Natasha Dagenais
Account Supervisor:Dan Koutoulakis
Svp:Brent Nelson
Planner:Brent Nelson, Christina Boldt
Producer:Franca Piacente
Director of Creative Technologies:Felix Wardene
Digital Producer:Jacqueline Adediji
Director:Radical Friend
Editor:Luke Lynch
Production House:Spy Films
The Band:Strange Talk
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