According to P&G we wouldn’t have all the great Athletes gathered in London this summer without the moms. The athletes have trained thousands of hours and no doubt required a lot of help from a hardworking mom with endless laundry piles and lots of driving or coordinating transport to and from practice.

In this spot made by W+K Portland, P&G shows appreciation to and honors the moms and all the efforts made to help their children succeed. The message: Being a mom is the hardest job in the world, but also the best.

Besides the commercial P&G invites consumers to join them and take part in the “Thank You, Mom” campaign on Facebook and claim to be THE proud sponsor of moms!

That’s a damn brilliant sponsorship to take ownership of considering your core brands offer everything from diapers, detergents, cleaning articles to kitchen appliances!

We all wait with great excitement to see and experience the Olympic Games in London this summer. Some look forward to the actual games and matches others to follow the innumerable brands, which will all struggle to come across and get their share of the attention and buzz.

One brand and company can be pretty sure to get full bookings and probably maximum revenue and that’s British Airways. To tell the consumers and soon to be travellers that BA is ready to meet the demand and go full speed, BBH has made this humorous spot:

Nike, UK probably looks forward to 2012 since it’s a great sports year with both the EURO 12 in Poland/Ukraine and the Olympic and Paralympic Games in London. To share the excitement Nike started looking forward to 2012 on New Year’s Eve with focus on how to #makeitcount:

“Tomorrow sees the start of a massive year for athletes across the UK. How are you going to up your game?”

Besides the film above Nike have made two films with two very different, yet experienced athletes – Rio Ferdinand and Paula Radcliffe. Rio Ferdinand has played over 250 games for Manchester United and has been capped by his country 81 times and back in 2003 Paula Radcliffe ran the marathon in 2:15:25 - a time which has yet to be beaten by any woman in the world.

The two films show that the two selected pros haven’t lost their motivation and desire to win trophies or beat records and how they will make it count this year…

Cheerios were looking for an great idea to activate their sponsorship of the Canadian Olympic 2010 team and contestants. The answer was a Cheer card on the Cheerios box, which were sent to the olympians during the Games. The campaign involved TV, online, packaging and not least created a cool link to the events taking place at the Olympic Games.

To me the idea is not only well-integrated, but also a good case in regard to making it easy for the consumers to show support and take an active part in the sponsorship. Lots of sponsorships are only advertised and communicated and not put into life or activated in any way, which makes this award winner even more apprehensible.

Send Your Cheer from Daniel Vendramin on Vimeo.