P&G at the 2018 Cannes Lions International Festival of Creativity

P&G’s Tide and “The Talk” Win Big at the 2018 Festival while our leadership voice was heard on Gender Equality, Diversity and the Mass Disruption of Brand Building
Thursday, June 28, 2018 4:18 pm EDT

Last week, P&G was on the ground for the 65th Cannes Lions International Festival of Creativity. A small multi-level, multi-functional leadership delegation included intact business teams who used Cannes as a creative hothouse to bring back learnings and insights for the benefit of the entire company.

In addition to taking home two of the Festival’s top Grand Prix honors for the “It’s a Tide Ad” and “The Talk,” P&G enjoyed a week of inspiring conversations for change with our like-minded partners and peers.

–P&G Chief Brand Officer Marc Pritchard

To kick off the Festival, P&G advanced its commitment to gender equality through a series of new actions, commitments and partnerships to increase diversity throughout the creative supply chain, leading to more accurate and positive portrayals of women in advertising and media, and driving growth for social good. 

As part of this effort, P&G announced partnerships with media and entertainment powerhouses Queen Latifah, along with her production Company Flavor Unit and the Queen Collective and Katie Couric’s new media venture Katie Couric Media. P&G and its brands also took the Free The Bid pledge to promise to include a woman director on any triple-bid commercial project.

–P&G Chief Brand Officer Marc Pritchard

On the second day of Cannes, P&G Chief Brand Officer Marc Pritchard sat down with The Economist to talk about mass disruption and how P&G is reinventing brand building.

This day was also full of discussions on advancing diversity and gender equality starting with Cannes in Color. Leaders from Spotify, Egami Consulting Group, and CAA-CBG , along with Marc Pritchard, explored the role of brands and companies as agents of positive societal change for good and growth. Today people expect to know more about what brands believe in, the people and companies behind them, and their values and actions on diversity.  We recognize that P&G, and our leadership brands, can make a meaningful impact with our wide reach by taking a stand on addressing bias, advancing diversity and taking a stand on racial equality.

CNN hosted a special screening and discussion about P&G and Great Big Story’s “The Words Matter.” A first for P&G, this short film documents the company’s path to LGBT+ inclusion that started more than 25 years ago. CNN’s Nima Elbagir moderated the discussion with Pritchard, U.S. Olympian and Head and Shoulders “Shoulders of Greatness” Ambassador Gus Kenworthy, Associate Director of Global Beauty Communications Brent Miller and Great Big Story Co-Founder Chris Berend. 

The mid-week highlight was a conversation between Marc Pritchard and Agents of Change Queen Latifah, Katie Couric and Madonna Badger with a special guest performance from MILCK. 

To share creative successes and inspire broader action for gender equality, Global Citizen and P&G announced it will partner and co-host the first #SheIsEqual Summit on September 28, 2018 in New York during UN General Assembly Week. Madonna Badger, the 2018 Glass Lion Jury President and See It Be It Chair will curate a “Creative Showcase” in partnership with Phillip Thomas, Cannes Lions CEO to highlight and celebrate the best work from the 2018 Glass Lions and new SDG Lions competitions that positively portrays an equal world. 

The Festival has been celebrating creativity since 1954, and its awards are among the most coveted for the creative and marketing communications industry. Every year during Cannes Lions, our colleagues and agency partners are recognized for work across several different categories. In addition to the “It’s a Tide Ad” and “The Talk,” Film Grand Prix honors this year, the ‘It’s a Tide Ad’ campaign also received a notable Titanium win for work that advances and expands the creative industry.

In total, P&G’s agencies won 26 Lions for their work on P&G brand campaigns. P&G is so proud to work with some of the industry’s brightest and congratulates each of them!

See the full list and check out the links to the award-winning work below:

Grand Prix:

  1. Tide “It’s a Tide Campaign” for Saatchi & Saatchi
  2. P&G “The Talk” for BBDO


  1. Tide “It’s a Tide Campaign” for Saatchi & Saatchi


  1. One award for Tide for “It’s a Tide Ad” Saatchi & Saatchi
  2. One award for P&G’s “The Talk” for BBDO, Egami Consulting Group and Hearts & Sciences


  1. Two awards for Tide for “It’s a Tide Ad” for Saatchi & Saatchi
  2. Three awards for P&G’s “The Talk” for BBDO, Egami Consulting Group and Hearts & Sciences
  3. Two awards for Gillette “I Don’t Roll on Shabbos” & “Babyface” for Mediacom Tel Aviv 
  4. One award for Braun “Design Language” for Grey London
  5. One award for P&G “Love Over Bias” – Thank You Mom for BBDO
  6. One award for P&G, “The Words Matter” for CNN Atlanta


  1. Two awards for Braun for “Design Language” for Grey London
  2. Two awards for Tide for “It’s a Tide Ad” for Saatchi & Saatchi 
  3. Three awards for P&G “The Talk” for BBDO, Egami Consulting Group and Hearts & Sciences
  4. One award for Crest “Chompers” for Hearts & Sciences 
  5. One award for Old Spice “Pimp The Extreme Ninja Master Runaway Chef Ink Tack Factor Has Talent Brasil” for Wieden + Kennedy 


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