The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2014 One Show - Advertising

Pick Them Back Up

Agency Wieden+Kennedy / Portland

Client Procter & Gamble
BACK TO RESULTS

Annual ID

141262A

About the Work

During the Sochi 2014 Olympic Winter Games, P&G reminded the world why they are the Proud Sponsor of Moms by honoring the moms of Olympic athletes. In the next chapter of this emotional campaign, we follow four athletes√¢‚?¨‚?ùa skier, ice skater, snowboarder and hockey player√¢‚?¨‚?ùfrom their first (not so successful) baby steps to their Olympic debuts. But the story isn't really about the athletes. P&G acknowledges all the times our moms were there to pick us back up, dust us off and encourage us to try, try again. It's these little moments of emotional support that eventually lead to the bigger moments in life. And while the ad may be inspired by the moms who have raised the world's greatest athletes, its message spoke to anyone who's ever raised a child√¢‚?¨‚?ùor anyone with a mom√¢‚?¨‚?ùto thank them for all that they've done.