GREY LONDON, London / PROCTER & GAMBLE / 2012
Fairy Liquid, has had a long association with the Make A Wish Foundation®. Fairies make wishes comes true and that is what the Fairy brand wants to do - help make the wishes of seriously ill children come true. This year's ad features a little girl called Cara, whose wish is to be a cox for a rowing 8. The juxtaposition of the 8 big men (real Olympic hopefuls from the famous Leander Rowing team) and the tiny girl shouting instructions is full of energy, passion, fun and a little laughter - all the things you want when your dream comes true for one day. Fairy, Flash and Febreze are proud to be sponsors of this very worthwhile charity, raising awareness of Make A Wish Foundation and contributing much needed funds via the instore promotion. This film shot by Joanna Bailey is not about sickness but is a celebration that illness never diminishes a child's dream.
BAUMANN BER RIVNAY SAATCHI & SAATCHI, Ramat Gan
2003, PROCTER & GAMBLE