P&G has made it their mission to be a force for good and a force for growth, collaborating with impact focused organizations to enable more than 2,021 Acts of Good around the world in 2021 as part of their Lead With Love campaign. As one of their key collaborators, TIME was the perfect partner to amplify the Lead with Love campaign’s sentiment more broadly in the leadup to the end of the year.
A recent IPSOS poll found that nearly two in five Americans have prepared a resolution for 2021, with nearly three-quarters of those people saying the pandemic has shaped the goals they’re making for next year.
For generations, P&G has supported consumers and communities through unexpected challenges, from striving toward equality and inclusion; to conserving nature’s valuable resources; to providing relief to those impacted by disasters and emergencies. Now as we step forward into the new year, P&G wants their customers to join them in committing to meaningful and lasting impact through more acts of good in 2022 with their Lead with Love campaign.
In order to reframe this difficult year and encourage audiences to Lead with Love in 2022, TIME partnered with P&G to reflect on the wisdom we’ve acquired this year and encourage more positive action in the year ahead.
Drafting off our Person of the Year event which profiles a person, group, idea, or object that has done the most to influence the events of the year, we created Lessons of the Year. This program highlights all we’ve learned from this unprecedented time and reminds us to work together to do more for each other and our planet in the new year.
To honor the weighty task of summing up one of the most difficult years in history, TIME crafted a simple, but poignant anthem that combines striking b-roll signifying important moments from 2021 with straightforward maxims to take us into next year.
Punctuated with quick cuts, touching gestures and an evocative music track, and narrated by one of the most important voices in entertainment, the final spot reads as both universal and intensely personal.
The campaign delivered over 28m impressions.
