Kancil Awards

The Malaysian Advertising Awards

(12.3) ENTERTAINMENT & BRANDED CONTENT [Short Film (Under 10 minutes )] - MERIT, Moments of Joy, Grey Group Kuala Lumpur

Title
Moments of Joy

Product / Service
JOY DISHWASHING LIQUID

Client
P&G

Brief
Joy dishwashing liquid is surprisingly small, surprisingly powerful - a concentrate that cleans in just 1 wash. Problem is, Joy is 1/4th the size and almost double the price of its competitor. It wasn't on Malaysian moms' shopping list who see the value in "big".

Solution
We worked with the insight that busy, working moms feel the tension of not spending enough time with their kids. For them, more time with the kids is better. Through a social experiment film which ran on social media channels, we revealed to moms that it's not just the big chunks of time, but the little moments they spend with their kids that can be Surprisingly Small, Surprisingly Powerful.

Executive Creative Director
GRAHAM DREW

Creative Director
RAMANJIT SINGH GULATI

Art Director
NAVED SIDDIQUI

Copywriter
RAMANJIT SINGH GULATI

Copywriter
GRAHAM DREW

Agency Producer
SUZY CHIANG

Client Service
CHRISTINE CHAN

Client Service
KATE ARMISHAW

Client Service
JOSHUA YAP

Others
LUBNA KHAN - PLANNER

Client Service
KEVIN YEOH

Others
ABHIJIT DAS - PLANNER

Film Director
HENRY OOI

Others
ANURAG GUPTA - TEAM P&G, WPP

Others
CLIENTS: SWETA MEHRA, MALLIKA TYAGI, GRACE CHUA, TRUONG THI NGOC AHN

Others
SAURABH CHANRASHEKHAR - MEDIA COM

Others
MAHESH NEELAKANTAN - ADVOCACY

 

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