There are so many campaigns out there designed to make people feel good about themselves or strive for equality for a group. Some are heavy-handed, which can thwart the intended purpose. This one, called The Look, is superb. It simply observes everyday behaviour without spoken comment or dialogue. It lets the viewer experience – possibly their own – unconscious bias towards black men – from its protagonist’s perspective as well as their own third party view.
The Look follows BBDO New York’s The Talk, which won a Grand Prix in Film at Cannes Lions last year, and was previewed at Cannes Lions this year.
It is now housed on a dedicated website.
P&G chief brand officer, Marc Pritchard, stated, “When we partner with creative people who believe in the importance of equality and inclusion, we can create stories like we’ve never experienced before– because creativity loves diversity. And when we embrace creativity through humanity, we can literally change the world by using our voices not only as a force for growth, but as a force for good.”
The film was made by P&G with Saturday Morning, the creative collective founded by Keith Cartwright, executive creative director at 72andSunny; Geoff Edwards, executive creative director, TBWA \ Media Arts Lab; Jayanta Jenkins, global executive creative director at HP; and creative executive, Kwayme Taylor-Hayford, to create unity and fairness in the world.
It was directed by Stink Films’ Anthony Mandler with Malik Sayeed as director of photography.
“Our goal with this film is to urge people to have an honest conversation and not pretend that unconscious bias doesn’t exist,” stated Geoff Edwards. “The film ends with the line Let’s talk about the look so we can see beyond it. This is really a call to action for dialogue.”
Supporting the film on the website is a digital experience, created by experience design company, North Kingdom, which provides historical context and information about unconscious bias.