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Web Film
Joy Dishwashing Liquid: Moments of Joy
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This month, Grey Group Malaysia launches 'Moments of Joy', a fully integrated campaign that explores the relationship between working mothers and their children. Created for Joy (P&G) dishwashing liquid, the work focuses around the brand equity of 'surprisingly small, surprisingly powerful'. The campaign begins with a social experiment film, centering around asking mums a simple question; 'what do you do that makes your child happiest?.' This question is then asked separately to their children, revealing some surprising results. The film drives viewers to a microsite where mums can make their own, personal pledge to their children, which can in turn be redeemed in selected stores for a uniquely personal edition of the product.
Suzy chiang, Agency Producer Related |
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