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P&G helps athletes apologise to their moms

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    P&G helps athletes apologise to their moms P&G helps athletes apologise to their moms

    OVERVIEW

    To Indonesians, the holy month of Ramadhan means a time of reunion with loved ones. Millions of Indonesians travel home to be with their parents and enjoy the festivities.

  • Services:
    Branding & Design, Strategy, Digital, Advertising, Multicultural
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    Video/TV, Online Media, Social Media
  • Office:
    Grey Group Asia Pacific
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  • However, in the competitive world of sport, taking time off is difficult and hundreds of Indonesian national athletes are unable to spend quality time with their mothers. Unfortunately, Ramadhan falls within the peak training season this year, and to choose between one mother or their motherland (bearing the hopes of 250 million Indonesians) is a dilemma many have had to mull over.

     

    This year, P&G wants to help 810 Indonesian national athletes apologize to their mothers in their own unique ways. A package of apology will be sent directly to every mother of the athletes who will be unable to return home this Ramadhan.

     

    Featuring Sri Ranti, among the most prominent of Indonesia’s medal hopefuls, the film illustrates her painstaking experiences as she invests heart and soul into training for the upcoming 2018 Asian Games in August, and how she dedicated her Gold medals from previous tournaments in a heartwarming tribute and apology to her mother. The video has received over 11 million views in 3 weeks.

     

     

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