Online & Digital

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