SUNLIGHT Laundry Detergent: Nancy

Inspired by the selfless good deeds of kind-hearted Canadians, the makers of SUNLIGHT laundry detergent are helping community heroes fund their initiatives while highlighting their remarkable stories. This is SUNLIGHT laundry detergent’s second campaign with global Toronto-based creative brand experience company, Juniper ParkTBWA. This work builds upon the campaign insight: when you have help with the little things, like laundry, you can focus on the big things that matter most. Once the first SUNLIGHT laundry detergent campaign wrapped up, the team began looking for other spaces for the brand to continue helping Canadians. In collaboration with the Juniper Park team, they identified examples of charitable people and programs the brand could possibly partner with, which led them to Nancy and her laundromat initiative. Sharing Nancy’s story was a clear next step in showing the impactful difference Canadians can make in their communities, and how SUNLIGHT laundry detergent can assist. To rewind a bit, back in 2020, Toronto laundromat owner Nancy Seto noticed one of her customers wasn’t drying their freshly washed clothes due to financial constraints. Nancy was moved to action when she realised that the choice between spending the extra money on drying and being able to support their families was a reality for many Canadians. Starting with paying for the customer’s drying, she extended the offer to create a free laundry access program for anyone in need. As a small business owner who is helping people in her community shine, Nancy’s story was the perfect fit with Sunlight’s brand values, as well as their laundry product. The campaign was built to help Nancy continue, while highlighting her role as a real, local Canadian hero. As this idea grew, it became clear to the makers of SUNLIGHT laundry detergent that they could use their platform and fame to help more Canadians doing amazing things in their communities. Moving past helping one Canadian, the makers of SUNLIGHT laundry detergent expanded their initiative to lend a hand to 10 more deserving people. In a contest hosted by The Morning Show, SUNLIGHT brand knew they could find more Canadian heroes like Nancy. Calling on viewers to nominate these people, SUNLIGHT brand is giving away thousands of dollars to help deserving recipients make a bigger impact in the communities they serve. The creative approach aimed to get SUNLIGHT laundry detergent away from category conventions. Rather than shooting an ad that spoke to effectiveness, the team tapped into the emotional side of their product.