The Talk

Os pais negros nos EUA geralmente conversam com seus filhos sobre os preconceitos raciais que eles enfrentarão no decorrer de suas vidas.

A P&G decidiu mostrar como podem ser essas conversas, em um novo comercial para My Black is Beautiful, um grupo lançado pela companhia em 2006 "para desencadear um diálogo mais amplo sobre a beleza negra".

A campanha "The Talk" marca o relançamento da iniciativa da P&G, com o intuito de "celebrar a identidade cultural" e "iniciar uma conversa a partir do tema 'racismo'".

A P&G trabalhou com a colaboração da BBDO e da empresa de consultoria Egami Consulting Group, agência de comunicação do My Black Is Beautiful nos últimos oito anos. O esforço nasceu a partir de sessões de brainstorming sobre experiências reais de preconceito racial.

Uma série de conversas sobre vários aspectos do racismo também está reunida na página da campanha "The Talk". 

Leia a matéria da Adweek na íntegra aqui.

Ficha Técnica:

Agency: BBDO New York
Client: P&G My Black is Beautiful
Title: “The Talk”

BBDO NY
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Creative Director: Marcel Yunes
Creative Director: Rick Williams
Associate Creative Director: Nedal Ahmed
Associate Creative Director: Bryan Barnes
EVP, Global Account Leader: Anita May
EVP, Group Planning Director: Sangeet Pillai
Director of Integrated Production: David Rolfe
Executive Producer: Dan Blaney
Senior Producer: Whitney Collins
Executive Music Producer: Melissa Chester
Senior Integrated Business Manager: Matt Friday

Production Company: The Corner Shop
Director: Malik Vitthal
Exec Producer: Anna Hashmi
Director of Photography: Lasse Frank
Production Designer: Wynn Thomas
Costume Designer: Isis Mussenden
Producer/ Head of Production: Jessica Miller
Line Producers: Stephen Love & Blake Pickens

Editorial: Work Editorial
Lead Editor: Rich Orrick
Editor: Theo Mercado
Producer: Jamie Lynn Perritt
Executive Producer: Erica Thompson

VFX Studio: The Mill NY
2D Lead: Jeff Robins
Producer: Sophie Mitchell
Executive Producer: Rachael Trillo

Music: Pulse Music NY
Composers: Julia Piker & Dan Kuby
Producer: Steve Grywalski
Executive Producer: Dan Kuby

Sound Design: Trinite Studios
Sound Designer: Brian Emrich

Mixing Studio: Heard City
Mixer: Phil Loeb and Keith Reynaud
Producer: Sasha Awn & Andi Lewis

Color Grade/Transfer: Company 3
Producer: Clare Movshon & Alex Lubrano
Colorist: Sofie Borup

Agency Partners
Multicultural Strategic Communications:
Egami Consulting Group
CEO: Teneshia Jackson Warner
Senior Strategic Advisor: Cheryl Overton
Vice President: Liv Lewis

Media: Hearts & Science
Website: Barefoot Proximity
Multi-Cultural/Collateral: Burrell Communications

P&G My Black is Beautiful
Chief Brand Building Officer: Marc Pritchard
Director: Kristine Decker
Associate Brand Director: Betsy Bluestone
Brand Manager: Verna Coleman-Hagler
Randall Smith: BBIC
John Lick: BBIC
Senior Manager Communications: Crystal Harrell
CMK: Brittany Body