Phil Neves and the Group Black team were tapped to create a concept to best reach a young black audience and showcase P&G's range of brands. So they developed a tour that would activate around the country at Historically Black Colleges and Universities (HBCUs) during back to school, big college game days, and homecoming events. The tour featured live performances by artists like Victoria Monet and D-Nice and custom experiences that allowed the audience to engage with many different P&G products. In addition to the experiential activation 2 tv spots were also created to highlight the campaign.

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