Boy with girl parts social media campaign

A very bold move by P&G to create a story around Zack, the boy who wakes up one morning with girl parts.
It seems to be really well done [I watched 3 mins but then got bored] and the dialogue is not particularly cheesey. Its got a MySpace feel to it. Have a gander here.



It's early days for the campaign so I guess I'll wait and see how effective it is. At the mo, I've definitely got it in the 'strange and odd' social media campaigns box.