P&G - "Mental Load - Does it sound familiar"

Proximity Madrid

Proximity Madrid Madrid, Espanha

16646

Marca: P&G
País: Espanha

Anunciante: Procter & Gamble

Titulo	Mental Load - Does it sound familiar
Agência	Proximity Madrid
Campanha	#MentalDownload
Anunciante	Procter & Gamble
Marca	P&G
Data da primeira Transmissão/Publicação	2019 / 2
Sector Empresarial	Outros
Filosofia	Confronting this situation, P&G working with Proximity Madrid has developed the #descargamental (#MentalDownload) project.. As well as the study, P&G carried out an experiment to demonstrate the problem. They asked 5 couples with different profiles to make lists of their mental tasks in the notes app on their mobile phones. The couples then swapped phones and read each other's lists aloud. The result was striking. The men's notes related to their work and focused on personal matters, while the women not only had more items on their lists, but the majority of these were closely linked to the household, showing the inequality in responsibilities between them. You can watch the full experiment here: The idea is for the #MentalDownload project to be the first step towards changing this imbalance. In short, the website www.descargamental.es seeks to address the issue of mental load, to raise awareness in society, to promote #mentaldownload, and help families at every stage of their lives. Results Where available More than 300.000 people have seen the video in only one week in Youtube and 300.000 in Fb
Tipo de Mídia	Interatividade
Comprimento	159 seconds
Client Contact	Giulia Bloise
Client Contact	Marta Vélez
GlobalChief Creative Officer	Eva Santos
Executive creative director	Susana Pérez
Creative Director	David Despau
Creative Supervisor	Pilar Rojas
Creative Supervisor	María Solano
Director de arte	Catherine Correa
Illustrator	Alicia Manero
Redator	Ana Ortega
Redator	Olalla Yañez
Video Edition	Luis Plaza
Video Coordinator	Elias Maldonado
Client Services Director	Marta Yllera
Account Manager	Marta Yllera
Planner	Esla de Murga
Executivo de contas	Ángela Suñer
Communication Director	Laura Carrillo
Chefe de produção	Gemma Selga
Media Agency	Carat
Production Company	Only Nine to Five
Director	Beatriz Abad
Produtor executivo	Mª Jesus Horcajuelo
Producer	Javier Isaac
Director de fotografia	Jorge Roig
Editor	Efraín Parrilla
Post Production Coordinator	Jose Mª Abizanda
Post Production Studio	Serena