winner - Cannes galss
Agency: BBDO New York
Client: P&G My Black is Beautiful
Title: “The Talk”
Black parents in America have long had to have “the talk” with their children, as successive generations found it necessary to discuss the harsh realities of being black in this country, warning their children about racial bias and the prejudices they will inevitably face.
P&G decided to showcase what those conversations might look like in a powerful new spot taking on racial bias for My Black is Beautiful, a group started in 2006 “to spark a broader dialogue about black beauty.”
“The Talk” is the opening of P&G’s relaunch of the initiative, repurposing My Black Is Beautiful into an initiative designed to celebrate cultural identity and start a conversation about racial bias. P&G worked closely with BBDO and minority-certified consulting firm Egami Consulting Group, P&G’s communications agency of record for My Black Is Beautiful for the past eight years, on the effort, which was born out of brainstorming sessions discussing real experiences with racial bias.
