Procter & Gamble Middle East Case Study

As a part of P&G’s international campaign for the Rio 2016 Olympics “Thank you mom, for raising a champion”, the regional office in the UAE wanted to create an event where people from all over the UAE could participate and thank moms for raising champions.

To meet the client’s objectives, Guinness World Records proposed the record title for the Longest greeting card mosaic. UAE residents participated in its creation by penning digital thank you notes for their moms at different activation centers throughout Carrefour stores in the country, all the artwork was then displayed online at thankyoumomuae.com. 

This first-in-the-UAE campaign championed mothers by giving people an opportunity and a platform to craft personal messages of appreciation. The 110.13m mosaic was then created and mounted on an enormous billboard on Shiekh Zayed Road to thank all participants and celebrate their achievement.