Cannes Lions

PROCTER & GAMBLE OLYMPICS

LANDOR ASSOCIATES, Cincinnati / PROCTER & GAMBLE / 2012

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Overview

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Credits

Overview

Description

Procter & Gamble brings beloved brands to consumers around the world - including some of the world’s most well-known household names like Tide, Crest and Pampers. In 2012, P&G will, for the first time, be an official Worldwide Sponsor of the Olympic Games. The campaign will feature 30 of P&G’s global brands and will come to life in every region around the world, and across all touch points.

Execution

The iconic graphic system was inspired by London, the host city for the 2012 Olympics, and the world famous metro lines of the London Tube. It represents the journey to the Olympics – from the journey of the athlete striving for gold to the journey of the mothers and families who support them along the way. The primary logo is made from ribbons and resembles an Olympic medal, the ultimate recognition at the Olympic Games.

Outcome

The system can come to life in various brand or country colours, thus allowing flexibility. The system is dynamic, bold and flexible enough to work in every region of the world.

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