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Pharrell's Hat

Procter & Gamble

Issue 32 | September 2014

Agency

Leo Burnett, Toronto

Creative Team

Chief Creative Officer: Judy John SVP, Creative Director: Heather Chambers Group Creative Directors: Sam Cerullo, Kelly Zettel, Josh Budd Copywriter: Kelly Zettel Art Director: Sam Cerullo

Production Team

Agency Producer: Jaqueline Bellmore

Other Credits

Account Director: Stasha Poznan, Dan Koutoulakis Planner: Tahir Ahmad PR Agency: DeVries Global

Date

January 2014

Background

Gain Laundry Detergent launched its newest product at the 2014 Grammy's, the same time music superstar Pharrell launched his big hat.

Idea

A team was standing by to respond real time to things happening at the Grammy's. When Pharrell showed up in his big hat, Gain was put in the red carpet spotlight.

Results

1 Tweet =

  • 6,696 favourites
  • 975 replies
  • 6.58% engagement

1 very successful product launch