Cannes Lions
PROCTER AND GAMBLE, New York / PROCTER & GAMBLE / 2014
Overview
Entries
Credits
Description
The Key Objectives are listed in the brief above. The key challenges were:
1. Designing and building a freestanding pavilion in a city with little to no infrastructure prior to the Games.
2. Building a freestanding pavilion on a site that had no mechanical or electrical infrastructure, or soil capacity.
3. Making sure we had the structure built as a kit of parts, early on, knowing that on- the- ground resources for design and decor in Sochi would be scarce.
4. Accommodating all our guests in a building that could not get any larger, due to Olympic Committee restrictions.
Execution
The wish was to create a mini rustic village. A cluster of "homes" cuddled together, which could then house various programmatic needs of the Family Home in each. These "homes" or "tents" were surrounded by a generous outdoor terrace, which we knew would be desirable due to the subtropical climate of Sochi.
Over time, we added and subtracted tents based on design needs and fluctuating requests of stakeholders. The kit of parts approach was extraordinarily helpful given the changes and challenges listed above.
Outcome
The Family Home was extremely successful: from a media perspective, we received over 25 billion impressions, and 146,000,000 views.
More importantly, the key objective of the Home was met: 11,500 family members were served, of which we had 366 athletes and 366 Moms, from 22 different countries. We served over 13,000 meals.
Over 1600 salon treatments were given, which highlighted services from brands such as Gillette, Pantene, CoverGirl, Wella, Head and Shoulders, et cetera. Amenities such as Duracell charging stations, Puffs tissues, and Pampers changing rooms were also extremely popular.
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