P&G Brings Representative and Equitable Storytelling to the 2023 Sundance Film Festival

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by Lindsey Francy Feb 4, 2023 News
P&G Brings Representative and Equitable Storytelling to the 2023 Sundance Film Festival

In order to help drive awareness and industry credibility, and to enable growth and value creation for our brands with multicultural consumers, P&G went to Park City, Utah, in the fall of this year. According to a study done by the Association of National Advertisers and the Alliance for Inclusive and Multicultural Marketing, cultural relevance and resonance can lift brand trust up to 81%. Our brands and P&G Studios work together to tell stories that shine a light on under-represented voices, untold stories and acts of good that our brands support.

Sundance Queen Collective

The fourth year of the Queen Collective, our signature talent development initiative created in partnership with Queen Latifah, Flavor Unit Entertainment and Tribeca Studios set out to accelerate gender and racial equality behind the camera, had an inaugural debut during the Salt Lake City film festival on January 21.

The Blackhouse Foundation created new opportunities for the Black community in the film world and encouraged the creation of independent films based on people of African background. As part of Blackhouse's series of events, we collaborated to create a "Clips and Conversations" panel featuring five of our filmmakers. Each of these women showcased pieces from their films and talked about how they brought their stories to life. My Black is Beautiful was one of the P&G brands.

The first two Queen Collective Films, In Her Element and GAPS, will be aired on the BET Network.

Sundance Fair Play

The feature-length documentary Fair Play will be shown at the festival. HelloSunshine and P&G Studios collaborated on the film, as well as partnerships with Swiffer and Dawn. Eve Rodsky's New York Times best-selling book of the same name was the inspiration for the film. The film can be rented on a number of platforms. Dawn, Swiffer and Hello Sunshine have joined forces to create a curriculum for teachers and parents to teach the next generation how to run a home and divide tasks fairly. More about the program can be found here.

Vasanthi Chalasani on Sundance panel

There is tremendous potential for growth with multicultural consumers. Vasanthi Chalasani, Senior Vice President, North America Chief Information Officer & Consumer Insights at P&G, said that data alone is not enough if you don't drive insights and action. The AAPI House was hosted by P&G in partnership with The Asian American Foundation and 3AD.

During the panel entitled “Keeping It Real: Authentic Storytelling in a Global + Savvy Marketplace,” Vasanthi shared insights related to the growth opportunity of the AAPI consumer, which is the fastest of the fastest growing consumer demographic, and the importance of having content that resonates with and is relevant to them. Vasanthi also shared learnings from P&G’s film “The Name,” which elevates the importance of a name and how meaningful gestures — like pronunciation and understanding its meaning — can create a greater sense of belonging.