Everyone has a name–and from birth through a lifetime of introductions, it becomes the cornerstone of our identity. For many Asian Americans and Pacific Islanders (AAPI), their given names carry an even deeper history and significance. But bias, indifference, and unintentional mistakes can lead to misidentification and mispronunciation.
In line with its ongoing advocacy for equality and inclusion, Procter & Gamble has initiated a campaign to address this problem at a time when bias against the AAPI community is on the rise. Conceived by agency R/GA, the integrated campaign aims to inspire conversation and encourage people to learn how to say AAPI names, because feeling a sense of belonging in society starts with one’s name. The campaign includes this film, titled The Name, which quickly chronicles the life of a Korean American girl named Yeong Joo (yUHng-ju) taking the audience on a journey from the day she is born, to an uncomfortable situation at school. While completely unintentional, the simple action of having her name mispronounced causes Yeong Joo to feel alienated and dismissed. However, the meaning of Yeong Joo’s name comes to life in the actions of her friends, allies and herself.
The Name was directed by Goh Iromoto via production company Sanctuary.
Credits
Client Procter & Gamble Agency R/GA Alex Sehnaoui, global chief growth officer; Tiffany Rolfe, global chief creative officer; Gabriel Cheung, global executive creative director; Xavier Teo, group executive creative director; Leah Alfonso, creative director; Woohyun Lim, art director; Maya Shaddock, Nathalie Tigua, Linda Yang, copywriters; Samuel Kim, Esther Lee, designers; Meghann Mackenzie, executive strategy director; Ashley DAmour, group strategy director; Aaron Harridge, strategy director; Amanda Wu, Clinton Wong, Jo Hayes, director of marketing sciences; Preeti Nadgar, executive director, connections; Daniel Morosi, group director, media & connections; Sonal Heda, executive producer; Satoko Iinuma, Carol Powley, executive content producers; Greg Netter, Rosie Ollero, sr. content producers. R/GA’s Asian Voices Culture Collective Production Company Sanctuary Goh Iromoto, director; Farhad Ghaderi, DP; Claire McGirr, line producer. Postproduction Cartel Sophia Lou, editor; Kaitlyn Battistelli, color. Music & Sound Andrew Seistrup, music; Jeremy Siegel, sound mixer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
